More marketers are turning to a data-driven strategy to resonate with their target audience. However, new research shows that this doesn’t come without its fair share of challenges.
Ascend2 recently conducted its “Data-Driven Personalization Survey,” and statistics indicated that most marketers (64%) want to improve the customer experience through their data-driven personalization strategy. About 44% want to increase visitor engagement, while 43% want to increase conversion rates.
However, marketers are facing a slew of challenges along the way. The majority of respondents (56%) said that their strategy has only been “somewhat successful” thus far. Improving the customer experience (44%), increasing visitor engagement (42%), and improving the quality of data used (41%) have all proved to be challenging obstacles.
Silos and Accessing Valuable Marketing Data
While utilizing data to develop a personalization strategy can be effective, previous research suggests that it isn’t always easy to access the information necessary to do so.
Arm Treasure Data published the “State of the Customer Journey 2019” report, and statistics suggested that silos, in particular, are hurting marketers looking to leverage data. Nearly 47% of marketers claim that their information is siloed and difficult to access. This is problematic when it comes to developing an integrated view of the customer journey.
In addition, the customer journey is becoming more complex, according to the report. For instance, 15% of customers hit at least 11 different touchpoints before making a final purchase. Only 28% of marketers use a multi-touch attribution strategy to create an accurate customer journey map and identify all the right brand touchpoints.