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BizReport : Advertising archives : March 24, 2015

Study: Brands 'unable' to merge data fragments

Despite the wealth of data available in the online space - or perhaps because of it - many marketers are still struggling to engage and convert shoppers. Even those shoppers who should be prime targets. A new study out from Signal may explain why.

by Kristina Knight

New data out from Signal indicates the 'single customer view' of data continues to elude many brands. In fact, in their new report only 6% of respondents say they've been able to merge data into single customer views; this despite most (90%) agreeing that these singular views are important to engagement and conversion metrics.

Other interesting findings from the report include:

• 62% of respondents believe fragmented data results in incomplete analysis
• 35% say they 'can't understand' the customer journey based on incomplete/fragmented data
• 25% report incomplete data causes 'inefficient' media buying
• Over half report they are unable to merge fragmented profile data (57%) and that they cannot collect and connect data across channels (55%)

Much of that disconnect is blamed on inefficient tools; the survey found most (70%) marketers believe the tools they are using have gaps in either effectiveness or capabilities. As for where marketers are collecting and integrating data, about one-third say they are able to do this from mobile apps and 42% say they have the ability to collect and connect via CRM options.

Signal surveyed nearly 200 global marketers to come to their conclusions.

Image via Shutterstock

Tags: advertising, advertising data, data collection, Signal

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