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Multichannel data utilization is marketers’ greatest challenge – cited by almost 30% of respondents to a recent survey of marketers attending the Alterian Annual Summit, held in Chicago in August.

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The survey examined marketers’ most pressing challenges on four fronts – database marketing, digital marketing, operational marketing, and customer experience marketing.

Among the findings:

  • In addition to the 29% citing multi-channel data utilization, some 24% said their biggest hurdle was “closing the loop on campaigns by merging response and transactional data.”
  • Together, these two groups – comprising nearly 53% of all surveyed – said they have data available, but do not know what to do with it.
  • Moreover, though marketing has evolved, organizationally it is still siloed: In 33% of companies, separate teams continue to execute email and direct mail campaigns independently.

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  • When asked about their greatest overall challenge to developing more powerful relationships with consumers, 60% cited organizational structure and financial resources.

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