Customer Recognition - Data Capabilities

Are you struggling to recognize your customers across devices, have frustration managing your data, or dream of mastering one-on-one communications?

You are not alone. Almost 9 out of 10 executives at organizations in North America (at least $225 million in revenues) say that it’s at least a medium priority to provide and maintain an integrated consumer experience across digital media and devices. But far fewer are able to understand their customers’ cross-channel and cross-device behaviors, according to an Econsultancy report in association with Epsilon and Conversant.

Data Related Capabilities

While 58% of respondents say they use data about their customers to find similar audiences, levels of customer understanding are lower when it comes to journeys and devices. Just under half (48%) of respondents agreed that they understand their customers’ typical cross-channel buying journeys, and fewer (39%) understand their customers’ cross-device behaviors.

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Other capabilities don’t match priorities:

  • Matching customers across multiple devices (74% saying “very important” to growth; 14% reporting strong capability);
  • Understanding customer behavior over time (75% and 12%, respectively);
  • Tailoring messaging by channel (76% and 13%, respectively); and
  • Associating conversion events with marketing (84% and 10%, respectively).

The continued difficulty in achieving a “single customer view,” is an issue that has plagued marketers for several years. Even companies that believe they have achieved this may not yet have done so. While 45% claimed that their organizations have a single customer view, just 12% have the technological capabilities of a single customer view, which depends on “having a usable output that gives marketers a 360-degree view of their customers’ characteristics, behaviors and interactions.”

Recommendations include:

  • Reduce data friction with customers (using advanced personalization solutions that don’t require the use of personally identifiable information);
  • Align behind measurement (beyond using clicks);
  • Catch up with consumers in terms of spending alignment with consumer behavior and time; and
  • Identify the right solution, including seeking out those with the ability to apply test and control measurement consistently across devices and channels.

The full report, which contains more data and recommendations is available here.

About the Data: The report is based on a survey of 220 brand and business-marketing executives in North America who were qualified for the sample based on revenue, seniority and knowledge in relevant areas.

Any respondent below the “manager” level was disqualified. Seventy-two percent were at the director or senior director level, with 24% at a VP level or above. The study represented a wide range of sectors. The most heavily represented industries were financial services (17%), technology (12%) and retail (12%). All qualifying organizations reported annual revenues above $225 million, with 63% reporting over $1.5 billion in 2015 revenues.

Are you communicating with your customers one-to-one across devices? Find out how marketing automation can help. Contact the experts at 877.447.0134 or

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