Advanced Tech & Data Integration Confirmed as Key Solution to Marketers’ Struggle with Omnichannel Identification

| November 17, 2016

Advanced Tech & Data Integration Confirmed as Key Solution to Marketers’ Struggle with Omnichannel Identification
Better aggregation of data and deeper integration of marketing technologies are increasingly seen as principal solutions to marketers’ challenges in advancing effective omnichannel campaigns, according to new research from the Data & Marketing Association (DMA) and Winterberry Group. The research shows that 72% of marketers indicate their organizations are pursuing cross-channel recognition, however only 9% of respondents currently recognize customers across media channels on a consistent basis. The whitepaper, “From Theory to Practice: A Roadmap to ‘Omnichannel’ Activation,” features the results of a research effort conducted by Winterberry Group and sponsored by Acxiom, Criteo and SG360o. “Marketers recognize the need to be channel agnostic in today’s segmented media environment, and they also understand the individual roles each channel plays in the marketing mix,” said Neil O’Keefe, DMA’s SVP of CRM & Member Engagement. “In the case of mobile, marketers have been able to recognize its potential, but are not yet placing it as a ‘first choice’ channel for any of the use cases surveyed. As mobile continues its growth in the coming years, it will likely become a priority option for customer service and up-sell functions.”

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