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BizReport : Advertising archives : October 02, 2015

Study: Brands keen on cross-channel but falling short

All the hype around cross channel strategies is making brands take a look at how they collect and use data, but many continue to fall short in truly creating a cross channel strategy from the data collected. That's the takeaway from a new report that looks at how high-growth brands are collecting and integrating data into their overall strategy.

by Kristina Knight

"From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection play 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."

Some interesting takeaways from the report include:
• Just one-quarter (27%) of marketers work with unified measurements
• Fewer than one-third are using cookies to track customers across devices
• 67% report their employees 'don't understand' how their channel ties into a cross-channel strategy

Researchers looked into how businesses in the US, UK, France and Germany were using data. The businesses surveyed were B2C brands with at least $500 million in global revenue. IgnitionOne commissioned the study from Forrester Research.

Image via Shutterstock

Tags: advertising, advertising trends, cross channel advertising, cross device strategy, IgnitionOne

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