Forming a single customer view and improving the customer experience require data integration, and further results indicated that most respondents still struggled when it came to this. Just 10% of marketers and 8% of agencies had tied together customer data across channels, tools and databases. Since nearly all respondents in each group placed some level of importance on customer experience optimization, the large majority had at least started to integrate data, but admitted they had a long way to go.
Other research highlights the buzz around the customer experience as well. In a January 2015 Econsultancy study in association with Adobe, client-side marketers worldwide ranked the customer experience as the single most exciting opportunity in 2015. Similarly, customized messaging and a personalized customer experience ranked as the leading marketing priority for 46% of marketing and communications execs polled worldwide in November 2014 by Teradata—the No. 1 response. Read the rest at eMarketer.