just 18% of US digital marketing decision-makers considered creating a personalized customer experience across multiple digital touchpoints as one of their top three goals.
Marketers are most interested in improving customer segmentation and targeting.
Personalization and targeting were the second most popular requirements for analytics related to understanding the customer, cited by 53% of respondents.
On average, client-side marketers from around the world (though primarily from Europe) estimate that 43% of the analytics data they collect is useful for driving decision-making, while agencies similarly estimate that 40% is useful.
More than 8 in 10 marketing and advertising decision-makers say they have needs not currently being met by internal staff or agencies.
This infographic by Sikich illustrates the effectiveness of email marketing and offers 10 tips to help you break through the clutter.
Of the more than 61 million records analyzed, only about 1 in 8 contained completed industry, employee and revenue fields, data types that NetProspex reminds are crucial for segmentation and targeting.
About 3 in 4 global company marketers (primarily based in Europe) agree that customer lifetime value (CLV) is an important concept for their organization.
Just 28% of marketers polled worldwide said their company was optimizing email for mobile devices.
Closely grouped at the top are 3 main goals: improving lead nurturing (52%); improving click-through rates (50%); and increasing website traffic (49%).