Proving the value of marketing activities with financial outcomes is the most important of 7 strategic priorities ranked by client-side marketers, details a new report from Tealium and Econsultancy. That result is fairly unsurprising in light of recent survey results suggesting that only 1 in 4 marketers can prove their impact on the business. Interestingly, though, conversion rate optimization sits at the bottom of the list of priorities, despite being deemed “crucial” by a majority of marketers in earlier research.
That doesn’t necessarily mean that conversion rate optimization isn’t important, but rather that it’s not quite as high a priority as some other strategic initiatives. Indeed, the second-highest priority is also one that marketers are struggling with: achieving a single view of customer and marketing data. Only 14% of respondents said they had a strong capability in this area; while a plurality 39% rated their capability as average, almost half rated it as weak (34%) or non-existent (13%). Read the rest at MarketingCharts.