Lack of a Holistic Customer View Hinders Cross-Channel Measurement, Targeting and Personalization, According to Signal Report
CHICAGO, IL--(Marketwired - Mar 24, 2015) - Marketers overwhelmingly agree that gaining a single view of the customer is vital to improving return on marketing spend and providing the seamless experiences that today's always-on customers expect. But only 6% have attained that panoramic customer view, according to a just-released study from Signal, the global leader in real-time, cross-channel marketing.
"In today's connected world, cross-channel identity is the great make or break requirement for marketing success," said Mike Sands, CEO. "But while consumers interact with brands across mobile, websites, in stores, and more, marketers are struggling to connect the dots, understand customer identities, and create the seamless experiences consumers demand."
Based on a global survey of marketers, the report details that an overwhelming majority of brands do not have a single view of their customers, despite 90% of marketers reporting it as important or essential to achieving key marketing goals. For example, 62% of respondents stated that fragmented data leads to incomplete marketing measurement and hinders the ability to personalize customer experiences. 35% also state that they cannot understand the customer journey with incomplete data, and one quarter say it causes inefficient and wasteful media buying.
Additional key findings include:
"Being able to understand the complete customer journey in a fragmented, multi-channel world -- that's the marketing challenge of our time," said Sands. "It's also why we created the Fuse platform -- to give marketers a comprehensive, always-on solution for building unified customer profiles that they can use however they want, wherever they choose."
The report is based on a survey of nearly 200 marketers globally. To view the full report, visit here.
About Signal
Signal is the global leader in real-time, cross-channel marketing technology. Signal's Fuse Open Data Platform helps marketers collect data from any offline or online source, resolve identity across all consumer touch points, and deliver unified profiles to any marketing or analytics endpoint - all in real time. The platform is ecosystem- neutral and helps data and marketing technologies work better together, driving increased engagement, loyalty, and conversions. Signal's technology runs on more than 45,000 digital properties in 158 countries. Our platform facilitates billions of data requests monthly, supporting top brands around the world that generate more than $1.5 trillion in commerce, including Allstate, Audi, Crate & Barrel, DeVry University, GAP, JetBlue Airways, Macy's, 1-800-Flowers.com, Starcom MediaVest Group, Starwood Hotels and Resorts, and many more.
Visit www.signal.co to learn more and follow Signal on LinkedIn and Twitter.
Contact Information:
Media Contact
Kari Brownsberger
PR Director
Signal
kbrownsberger@signal.co