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 newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Does your brand need a personality review?

There are five tell-tale signs your brand needs to take a long hard look at itself.

Charlie Rose

Senior Strategy Consultant, Principals

How to create profitable pricing

How do we price goods and services? As business leaders, we have asked ourselves this question since the history of trading.

Lee Naylor

Managing partner, The Leading Edge

Sport and sponsorship: The value of event sponsorship

Australia’s cricketers captured the nation’s attention during their recent run to the semi-final of the ICC Men’s World Cup. While the tournament ultimately ended in defeat, for over a month it provoked a sense of belonging, hope and empowerment for millions of people across Australia. Cricket, and sport in general, has a near-unique ability to empower individuals, irrelevant of their background, demographic or nationality.

Nikhil Arora

Vice-president and managing director, GoDaddy India

I should check these guidelines. I think it's important for me. Thanks for the info!

Juana Morales

IAB releases social media comment moderation guidelines

Read more

I didn't know about that. Thanks!

Jamison Herrmann

Twitter 'recap' helps you catch up with missed tweets

Read more

😂😂😂😂😂😂😂😂

Max Polding

What it takes to turnaround an iconic Australian brand

Read more

I spend a lot of time in my professional life as a provider of marketing solutions trying to persuade customers that CX, UX, UI and Custo...

sketharaman

Gartner VP: Why CMOs and CIOs must band together to make CX a discipline

Read more

I live the best deals at LA Police Gear.

Tyrus Rechs

6 Ways to ramp up Social Media to Your Web Design

Read more

Latest Podcast

More podcasts

Sign in