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BizReport : Advertising archives : March 18, 2015

Study: Disconnect between data, experience

While most brands know the power of data, many continue to struggle with analyzing and them implementing strong, data-based strategies. And that, according to new research out from Econsultancy and Ensighten, is hurting the overall customer experience.

by Kristina Knight

"Marketing organizations continue to struggle with large data and technology silos, as well as with shortage of talent to overcome them," said Boaz Ronkin, SVP of Product, Ensighten. "To maximize the return on investment in their marketing technology stacks, CMOs must look for integrated solutions that excel at joining disparate systems, rather than add new standalone systems into the mix."

According to the report most (96%) of brands believe customer experience is 'important; 41% say it is a 'high priority'. A solid customer experience can lead to higher engagement and conversion rates say most (94%) of those surveyed; about two-thirds (66%) believe a good customer experience will also create a better brand perception.

Still, 62% say they are 'overwhelmed' by the amount of data coming to them and most (85%) say they can't take on the full value of the data obtained.

"We have entered a new era of marketing, with data and marketing technology now affording unprecedented opportunities for developing a more customer-centric approach," said Bola Awoniyi, Research Analyst, Econsultancy. "Focusing on developing customer experiences can create a more loyal and engaged customer base which is an extremely valuable competitive advantage in today's fast-paced commercial environment."

Image via Shutterstock

Tags: advertising, advertising data, data collection, Econsultancy, Ensighten

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