The holy grail of digital marketers is the single customer view that can unlock the potential of personalization and the insights into consumer behavior. A new study from Experian however shows that connecting these dots isn’t easy. A whopping 89% of respondents admitted that they have challenges when trying to create a single customer view.
The biggest culprits that hinder the creation of a customer view are poor data quality, the siloing of departments, the inability to link different technologies and the lack of technical tools.
The biggest problem in cross-channel tracking specifically is the inability to link (32% of marketers reported as having problems) followed by the company’s technology (31%) and the overall organizational structure (31%).
The end result of these customer view issues is an uncoordinated, unaligned marketing effort. Even though date linkage and a unified view are problematic, companies are still trying to customize their efforts. Experian reports that 82% of marketers are in-fact personalizing their communications, though 50% report it is on a remedial data front — such as something simple like using a customer’s first name.
When it came to grading their cross channel weaknesses, marketers found that data quality as well as testing/interpretation/segmentation & modeling were their weakest areas of expertise.
For the full findings (100+ pages) head on over to Experian and download their 2015 Digital Marketer report.
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