Multichannel Data Use Marketers’ Greatest Challenge

September 12, 2007

This article is included in these additional categories:

Analytics, Automated & MarTech | Email | Retail & E-Commerce

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.

 alterian-hardest-marketing-hurdle-to-overcome.jpg

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.

alterian-siloes-marketing-mix.jpg

  • When asked about their greatest overall challenge to developing more powerful relationships with consumers, 60% cited organizational structure and financial resources.
Chart-Library-Ad-1

Explore More Articles.

Which Skills Are Important in RevOps?

Which Skills Are Important in RevOps?

9 in 10 RevOps professionals view data analysis skills as being important, a high percentage also don’t believe they need this skill for their job.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This