A May 2014 study by Forrester Consulting commissioned by Conversant echoed these feelings. Fully 35% of US business-to-consumer marketing professionals said building a comprehensive single view of each customer across all sales and marketing channels was an extreme challenge to broader implementation of personalization, and 30% said it was a major challenge.
Meanwhile, 61% of respondents cited identifying, vetting and integrating technology, platforms and vendors to deliver personalized communications as a major or extreme challenge. Forrester noted that adopting up-to-date personalization technologies could integrate separate data sources and types, and as a result, help firms create that single customer view they’ve been longing for. Read the rest at eMarketer.