Q2 2014 polling by Econsultancy and Tealium found similar results, with more than half of US client-side marketers saying that the desire to build a single customer viewpoint was a key priority of unification—combining data from all applications that help with marketing today. This was the second-biggest reason for ramping up data aggregation, only trailing data integration to justify marketing’s impact on the overall business.
However, just 14% of marketers said they were strongly capable of creating a single view of the customer. Though nearly 40% said they were doing an average job at creating individual customer profiles, a close 34% reported being weak in this area. Read the rest at eMarketer.