Getting It Together: Execs Know Data Integration Key to Personalizing Marketing

Getting It Together Execs Know Data Integration Key to Personalizing MarketingPersonalization is increasingly critical in the quest to reach consumers with appropriate messages across a multitude of platforms. But it’s still a struggle to accomplish it.

Why? Marketers haven’t mastered the development of a single customer viewpoint, and according to a July 2014 survey by Forbes Insights in association in Sitecore, fragmented and siloed data systems were a key factor preventing this.

“Senior executives polled in North America said their companies were using an average of 36 different data-gathering systems and vendors—and some used more than 100,” reveals a post at eMarketer. “It comes as no surprise, then, that just 24 percent of respondents said the various customer communications and data-gathering systems they used were integrated or connected across their organization. On a more positive note, 56 percent said such systems were partially integrated, indicating they were taking steps toward a more streamlined future.”

Senior executives know that must change. The survey discovered that 62 percent believe creating a single, central customer marketing database to house customer experience information was a priority. Fully 59 percent said the same about having a single system to deliver customer experiences across all potential digital channels.

That sentiment got a back-up in a May, 2014 Forrester Consulting study commissioned by Conversant.

“Fully 35 percent of U.S. business-to-consumer marketing professionals said building a comprehensive single view of each customer across all sales and marketing channels was an extreme challenge to broader implementation of personalization, and 30 percent said it was a major challenge,” the report concludes.