Data-Driven Marketing: There is No Excuse for Poor Measurement
With the explosion of data and technologies, the opportunity for marketers to deliver optimal consumer experiences via tailored messaging across channels and devices has never been greater. Yet capitalizing on this opportunity remains a key challenge. According to Experian’s 2016 Digital Marketing Report, 56% of C-level executives cite orchestrating cross-channel interactions as a top priority, with another 33% citing delivering relevant and contextual content as a top challenge.
Challenges arise when the data that can be used to inform and advance marketing and advertising efforts is scattered across multiple, siloed systems and analyzed using outdated measurement techniques. Without the ability to understand who your customers and prospects are and the channels, devices and tactics that are most effective in converting them, you can’t deliver tailored messages and experiences that meet their unique needs and preferences.
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