09.30.2015
A new report released today by Forrester Consulting, (commissioned by IgnitionOne) entitled “Orchestrating The Cross-Channel Experience: How Changes To Data And Measurement Foster Cross-Channel Success” details the current state of marketing data and channel integration among top marketers across the US, UK, France and Germany.
Findings include:
- Only 27% of marketers have unified their measurement capabilities to understand the holistic experience across channels and devices…
- The majority of firms remain channel-driven and siloed – 67% of firms report that employees do not understand how their tasks tie into larger cross-channel goals…
- Less than 30% are using cookies to track customers across touch points…
- Firms that do capture customer data from all relevant interaction points are able to utilize more marketing tools than those who do not…
- Firms with high revenue growth are also more likely to execute cross-channel initiatives, collect cross-channel data, and use holistic measurement KPIs…
- High-growth firms optimize the customer experience across marketing channels.
“From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection play in maximizing the customer experience as well as the effectiveness of each marketing interaction,” said Will Margiloff, CEO of IgnitionOne. “Forrester’s research confirms this, also providing a roadmap for marketers to succeed.”
To complete the study, Forrester Consulting in April 2015 conducted 190 online surveys and six in-depth interviews with cross-channel B2C marketers in the United States, United Kingdom, France and Germany. The participants were professionals in organizations with $500 million or more annual revenue for FY2014, and were managers or higher with responsibility and purchasing authority for digital channels.
ignitionone.com/crosschannelreport.
