Aussie marketers still struggling with single customer view and ROI

New Experian report finds marketers are looking to integrate more communication channels, but nearly one in four lacks a single view of the customer

Australian marketers continue to struggle with attaining a single view of their customers and identifying their worth, with nearly half citing ROI metrics as their top challenge this year, a new report claims.

According to Experian Marketing Service’s new 2013 Australian Digital Insights report, 89 per cent of marketers will be looking to integrate their communication campaigns across at least three channels in 2014, yet 24 per cent reported that they still lacked a single customer view within their organisation.

In addition, 30 per cent of all local marketers surveyed admitted they don’t understand their customers' behaviour. For more than 20 per cent, ‘understanding their customers’ persona and how this translates into a campaign’ is one of their top three challenges.

“This highlights the growing importance of linking online platforms with the overall offline customer experience in order to seamlessly integrate the path to purchase,” the report authors stated.

Data management and accessibility also showed up as an issue for marketers trying to demonstrating their worth to the wider organisation. Forty-four per cent of respondents said tracking marketing’s ROI was their top challenge this year, and 63 per cent highlighted understanding big data as a top three issue.

Current technology was also nominated by 48.9 per cent of respondents as a top barrier to cross-channel marketing.

“To engage customers, marketers should look to use all tools at their disposal and integrate communications seamlessly across numerous channels,” the report authors stated. “While the medium is of great importance, content and measurement remains key.”

Related: How to orchestrate a single customer view
Econsultancy and Responsys find integrated customer view is vital, but marketers still don't have it
CMOs and CIOs should join forces to win the mobile customer battle

Key focus areas need to be big picture commitment, real-time customer insight and flexible technology, the report recommended.

Alongside the broader approach questions, Experian investigated the most popular channels of investment this year and found website, email and search marketing topped the list. But despite the rising dominance of digital channels, 21 per cent said direct mail remains one of their top three most important channels this year.

Online display advertising was nominated as the best channel to ‘greet’ the customer or build brand awareness, while email marketing was identified as the best for ‘closing’ or generating interest and foot traffic. Websites are the best channel to generate a sale, the report found.

Experian’s research was based on a survey of 200 Australian industry marketers in December 2013.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Marketing skills in a virtual world

It wasn’t so long ago that CMOs and marketers came to realise they were under-resourced in managing their rapidly expanding digital activities. In fact, many marketing departments are still today far from optimal resourcing levels, if not noticeably below.

Making Korean brands sexy

If you told someone in the 1980s that South Korean brands would one day supersede many Western and Japanese competitors for innovation, brand management and profitability, they would have declared you insane. But that is exactly what has happened.

Why good leadership starts with leading yourself

Many people first taste leadership when they receive a promotion and find themselves ‘leading’ a team. Over time, the team, and the leader’s responsibility, grows. But do they become better leaders?

Anthony Howard

Executive mentor and founder, The Confidere Group

WOW now this is interesting... nice to see culture been the face of an organisation. Some great thought leaders in this group, but clear...

Andrew Lamrock

Westpac, NAB, RedBalloon debate ingredients of digital transformation

Read more

Smartmobile phones have changed the human life greatly. Nowadays, more and morecompanies are providing best solution for smart mobile pho...

alva christi

In Pictures: 16 great iPhone app battles - Slideshow - CMO Australia

Read more

Interesting to see a big brand like Adobe getting involved in this space when interactive video tools already exist. Interlude's Treehous...

Nedd

Adobe's new interactive shoppable video experience

Read more

Both the elegance and the risk of misuse of NPS lay in its simplicity of collecting the "score". This is why, whilst individual companies...

Pete Nicholls

Against Net Promoter: A new way of interpreting the customer data deluge

Read more

iinet have gone from one on the best customer service providers to as they have grown just another frustrating Telco. As a customer of o...

Disillusioned

How voice analytics helps iiNet hear customer problems on its network

Read more

Latest Podcast

More podcasts

Sign in