Source: Econsultancy / Oracle Marketing Cloud [download page]
Notes: Close to 6 in 10 global marketers (primarily based in Europe) report that their organizations personalize messaging based on understanding of individuals, and around half are able to orchestrate interactions based on customer lifecycle understanding. But only a minority can track customers across devices, per the study, which also finds few using real-time marketing automation to improve engagement and profitability. Meanwhile, respondents note that the most crucial factors enabling effective orchestration of cross-channel marketing are a clearly defined strategy and understanding the customer journey.
Related: CMOs Struggle to Optimize the Cross-Channel Marketing Mix
About the Data: Data is from the third annual Cross-Channel Marketing Report, published by Econsultancy in association with Oracle Marketing Cloud. There were 956 respondents to the research request, which took the form of an online survey in April and May 2014. Respondents included both companies or in-house marketers (51%) and supply-side respondents, including agencies, consultants and vendors (49%). A plurality 44% are personally based in the UK, with another 24% based elsewhere in Europe.
