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BizReport : Advertising archives : June 07, 2015

Study: Linked data a trial for brands

It is fairly simple to find consumer data online these days - there are third party data hubs, there are company-based email lists, social media and the list goes on. But, according to one new study, linking the data available to actual consumer subsets remains a challenge for advertisers.

by Kristina Knight

According to the 2015 Digital Marketer Report from Experian Marketing Services, linked data to consumers remains a problem for man online brands.

"Achieving single customer view is a key step in the right direction, but fully optimized cross-channel marketing is still the Holy Grail for marketers around the globe. The in-depth process required in setting up a strategy presents a range of hurdles, and there are other important issues to overcome in the process," said Simon Martin, Experian Marketing Services, UK. "It takes entire companies working together to get a better understanding of their customers and to plan an engagement strategy that will resonate uniquely with each customer at every point of interaction."

The data shows most respondents (89%) admit they have trouble getting to that singular customer view level; about one-third (32%) report data linking as the biggest hurdle they have to cross to achieve a solid cross-channel strategy.

Other interesting findings from the report include:
• 43% say poor data is their biggest hurdle to getting to a singular customer view
• 39% blame their lack of singular customer view on siloed data
• 37% say they can't link different tech and this hinder their customer view

"Consumers demand exceptional brand experiences, but without the right strategy and technology for collecting, authenticating, linking and managing all the data coming into an organization today, brands are unable to meet that demand," said Ashley Johnston, senior vice president, Global Marketing, Experian Marketing Services. "Accurate, enriched data allows brands to stand out from competitors, create relevant interactions based on the deepest understanding of their customers and build successful customer-acquisition strategies as their priorities suggest."

Image via Shutterstock

Tags: advertising data, advertising trends, data linking, Experian Marketing Services

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