A global survey of marketers released in June 2012 by IBM has found that respondents who believe their overall business performance is better than their peers are more likely to have ownership over a variety of activities both within and outside of their core functional areas. For example, they are more likely than the rest of the survey respondents to say they have responsibility over pricing (46% vs. 36%) and promotions (86% vs. 79%), and also more likely to have ownership over serving marketing offers and customer care messages (53% vs. 40%).
Measuring Results Remains Challenging
Data from IBM’s “State of Marketing 2012” indicates that an expanded role for marketers requires greater understanding of integration across channels, with 85% of the survey respondents agreeing with the need for an integrated suite, despite only about one-quarter performing attribution.
Marketers appear to still be finding the complexity of managing and analyzing data quite challenging. Presenting the biggest hurdles are the ability to measure effectiveness, and the multiple systems and data sources that are present, each cited by 58% of the marketers as a significant challenge. Other areas seen as significant challenges by a notable proportion of respondents include managing complex business rules (51%), the number of offers distributed through channels (45%), and software scalability (44%).
Marketers’ struggles with integrating and managing a multitude of data have been well-documented of late. For example, a May 2012 study from the CMO Council revealed that for 36% of the marketers surveyed, their digital marketing adoption and integration was simply a collection of point solutions, rather than being integrated across the organization. Another study from PulsePoint found marketers identifying the complexities of technologies and platforms as one of their top challenges, while a September 2011 study from IBM indicated that 71% of CMOs feel unprepared for the explosion of data occurring in the marketplace.
Top Performers Better at Using Online Data for Other Channels
Further data from the recent IBM survey shows that marketers from top-performing organizations are more likely than the rest of the survey sample to be using their online visitor data to enhance other channels, although few overall are leveraging their data beyond basic reporting and analyzing. Although top performers are 75% more likely than their peers to use their online visitor data in targeting 1-to-1 offers or messages in traditional channels, only 21% do so (vs. 12% of the rest of the population).
Marketers in general understand the importance of leveraging this data, though: according to a survey released in February 2012 by Econsultancy in partnership with Adobe, 90% of global company marketers believe that using online data to optimize the offline experience will be either very important (51%) or quite important (39%) in the next few years.
- 71% of marketers responding to the IBM survey believe integration across owned, earned, and paid channels is important, yet only 29% are very effective at integrating different channels.
- 58% of respondents believe existing systems are too disparate to integrate different channels, and 57% feel that the lack of budget is an impediment to integration.
About the Data: The IBM data is based on a survey of 362 marketing practitioners globally.