Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Digital Marketing isn't helping Cross-Channel issues

Regardless of how they build their technology measures up, marketers feel that neither model solves the key challenge of how to gather, merge and activate their cross-channel data.

The study, entitled 'Marketing Data Technology: Cutting Through the Complexity', found that marketers are increasingly demanding interoperable tools that will help them reach the holy grail of seamlessly harnessing and deploying customer engagement data across devices and channels.

"Marketers are on a journey to unlock the power of their data by unifying it across desktop, mobile, CRM, email, point-of-sale and more. Their vision is to create a seamless experience for customers, but many brands are stuck in first gear because of the complex and difficult task of connecting massive amounts of fragmented data," said Signal's CEO, Mike Sands.

Among the key findings from the study:

• Complexity is the norm
  Enterprise marketers on average use more than 12 distinct toolsets to support data-driven marketing efforts. A notable minority (9%) regularly work with 31 or more.
• Platform integration is a key hurdle
  More than 60% of marketers said better integration of existing tools would help them derive greater value from data.
• Marketing technology is data-dependent
  The most commonly used toolsets - such as analytics platforms powering audience segmentation and predictive modelling - rely on a constant feed of consumer data to perform well.
• Cross-channel marketing is an unrealised goal
  Less than half of marketers are leveraging data and technology for key cross-channel initiatives such as targeting, engagement and measurement.
• Organisational siloes hinder integration
  Within the typical marketing organisation, five stakeholder groups - including digital, analytics, media-buying, loyalty, and direct marketing - utilize different tools.
• Interoperability has become critical
  Along with scalability and real-time processing of big data, it's a top criteria driving future technology purchases.

"This study confirms that marketers are in early stages of their evolution toward a cross-channel future. They've invested significantly in an expanding array of sophisticated toolsets, but there's a maturity gap," concluded Signal's founder and CEO, Marc Kiven. "Regardless of whether marketers choose suite, cloud or independent solutions in their stacks, fuelling these technologies with cross-channel data requires an integrated data layer as the foundation."

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)