Saturday, June 28, 2014

Marketers struggle with data fragmentation

  • Econsultancy’s new report, The Path to Unified Marketing, examines the difficulties that brands face in obtaining a single view of their customers, as well giving an overview of the state of the industry.
  • Almost three-quarters of respondents (72%) reported problems with data fragmentation, which can slow or stall processes and call validity into question.
  • The knock on effect is that fewer than 20% say they have a strong capability in viewing and using data from their marketing channel applications. 
What specific data issues does your organization currently encounter?
  • Published in association with Tealium, the report is based on a survey of 313 client-side marketers in Q2 2014.

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