Marketing technology produces vast amounts of data for marketers, and it can be supplemented by purchased second and third party data. But for many companies their omni-channel marketing efforts are seriously hampered by siloed data.
A study by Econsultancy and Adobe found that less than 10% of the 758 respondents reported having a single platform to manage data across all channels, while over 50% reported separate, non-connected data. And these numbers have hardly moved at all over the past four years.
As a result, companies are often unable to provide a consistent message and experience across channels, although that’s what customers expect.
With thousands of martech vendors in dozens of categories, and unprecedented data about customer behavior and preferences, the opportunity is there for marketers. But the challenges of understanding the many technologies, properly analyzing and integrating data, and creating and delivering the different creative needed at each consumer touchpoint make taking advantage of it dizzyingly complex.
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