IgnitionOne recently commissioned a new study released today by Forrester Consulting entitled “Orchestrating The Cross-Channel Experience: How Changes To Data And Measurement Foster Cross-Channel Success”. The study details the current state of marketing data and channel integration among marketers across the US, UK, France and Germany.
“From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection plays 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.”
The study uncovers valuable insights from over 190 online surveys and six in-depth interviews with cross-channel B2C marketers. Insights include:
- Only 27% of marketers have unified their measurement capabilities to understand the holistic experience across channels and devices
- The majority of firms operate 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
Download the study to learn more.