About half of marketers worldwide are integrating data across their tech stacks, according to a January 2018 survey from Ascend2. While a slight majority are integrating data, 43% of respondents reported that they’re merely talking about doing this.
While the use of digital analytics is increasingly important to organizations, relatively few organizations have a strategy in place for analytics or measure the ROI from their analytics investments.
Marketers are looking for their digital experiences in the coming year to be more comprehensive and connected and for them to tie the entire journey across both physical and digital engagements.
Roughly 7 in 10 B2C content marketers agree that they frequently consider how their content impacts the overall experience a person has with their organization.
More than 7 in 10 global chief communications officers (CCOs) expect to increase their focus on digital communications in the coming 12-18 months.
A third or more of American technology professionals said barriers to Internet of Things data and analytics include giving context to the data.
Company marketers see an improved customer experience as their top goal for using data in marketing, while agencies are slightly more focused on identifying new audiences and customers.
Data and analytics capabilities have become a top priority for businesses, with many organizations using the discipline to help gain a competitive advantage and improve the customer experience.
Almost two-thirds of senior marketers strongly agree that data-driven marketing is crucial to success within a hyper-competitive global economy.
Advertisers are primarily measuring the outcome of their TV ad campaigns on the bases of increased brand awareness (49%) and increased sales (44%).