Personalization is increasingly critical in the quest to reach consumers with appropriate messages across a multitude of platforms. But it’s still a struggle to accomplish it.
Why? Marketers haven’t mastered the development of a single customer viewpoint, and according to a July 2014 survey by Forbes Insights in association in Sitecore, fragmented and siloed data systems were a key factor preventing this.
“Senior executives polled in North America said their companies were using an average of 36 different data-gathering systems and vendors—and some used more than 100,” reveals a post at eMarketer. “It comes as no surprise, then, that just 24 percent of respondents said the various customer communications and data-gathering systems they used were integrated or connected across their organization. On a more positive note, 56 percent said such systems were partially integrated, indicating they were taking steps toward a more streamlined future.”