Report: Only 5% of Aussie marketers have single customer view

New research on the state of data-driven marketing from Signal finds just 8 per cent of marketers are satisfied with their cross-channel customer interactions

customer engagement strategy
customer engagement strategy

The majority of Australian marketers don’t have a single view of their customers and are dissatisfied with their cross-channel marketing efforts, according to a new report.

The Preparing for Cross-Channel Success: Solving the Identity Puzzle report from data management vendor, Signal, found just 5 per cent of surveyed respondents have a single view of their customers through data. Forty-three per cent said they had not yet implemented a solution to achieve a single view, while 22 per cent said their existing solution’s shortcomings severely limited its practical effectiveness.

In addition, when asked to rate how their brands have integrated marketing campaigns across multiple channels including online and offline, only 8 per cent claimed to be ‘very satisfied’, and one-third ‘satisfied’. A quarter of respondents were ‘unsatisfied’ and 32 per cent were ‘neutral’.

A number of other stark figures highlighted the challenges marketers are facing around customer data, as well as cross-channel marketing effectiveness in Australia. For example, nearly one in two respondents don’t understand the customer journey, and four in five marketers still struggle to collect the right data from the right channels on their customers.

Two-thirds said fragmented data or customer profiles made marketing measurement incomplete, while 60 per cent admitted to not being able to personalise customer experiences the way they wanted to. One in three also said they weren’t able to respond to customer interactions in a timely way.

What is clear is recognition of data’s importance to get there, and 77 per cent of marketers viewed a single view of their customers across touchpoints and devices as being either ‘essential’ or ‘important’ to achieving their marketing goals. Top reasons included understanding customer behaviour across channels (41 per cent), retaining customers and building loyalty (21 per cent) and engaging customers across channels (18 per cent).

How Suncorp and Helloworld are driving into digital with data
How Telstra is achieving real-time customer marketing
Data-driven marketing the norm as marketers aim for 1-to-1 customer connections

The Signal report was based on an online survey of 186 brand and agency marketers in Australia in 17 categories, with 69 per cent at c-level, director or manager level.

Signal’s managing director for A/NZ and SE Asia, Warren Billington, partly attributed the poor single customer view figure to how marketers now define unified customer experiences.

“The whole definition of single view of the customer has been somewhat unclear in a lot of instances, and up until recently, the perspective has been more about connecting offline and online data into single data values,” he told CMO.

“What is changing is the perspective of what a true single view of customer is. Interestingly, marketers up until recently said they have a single view of the marketing database, but now realise that isn’t enough. It needs to be a panoramic view of the entire customer journey, and not only about static and historic data reporting, but also measuring and following live customer journeys as they interact across channels and make decisions in real time.”

According to Billington, the results showed that marketers recognised the need for a single view of customers across all channels and devices. But relative immaturity around data insights and technology platforms, along with access to data, remain impediments to success, he said.

Billington also took a quick swing at the rise of the DMP and DSP models, claiming these are still built on dated infrastructure that viewed customer interactions in silos.

“Marketers need to connect data under a single identity,” Billington continued. “Building online and offline environments, where infrastructure is disconnected, and the dependency on cookies to identify individuals, has to change.

“Cross-channel identity needs to be the new currency for digital marketers in alignment with the way customers are operating in real-time and an always-on fashion. Separately, data points provide information on customers, but a single customer view lets you understand the full context around marketing spend, marketing ROI and effectiveness and allows you to learn from every customer interaction which media is driving, as well as understand measurement and attribution.

“Once that’s done, you can interact with customers in the most relevant way through personalisation. All of this leads to better marketing.”

One area where the data disconnection is most apparent is the integration point between digital and physical locations, Billington said.

“These worlds tend to be completely disconnected from a retailer point of view. Marketers may be able to measure a customer’s digital behaviour fully, but how that influences conversion at the point of sale is disconnected,” he said.

Other data disconnections Signal commonly sees are between Web and mobile platforms, or linking CRM and digital customer identities, Billington said.

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

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

Cannes 2017: The Machines Are Here

It’s day 4 in Cannes and among the ever-growing divergent panels, presentations and workshops spanning from one end of the Croisette to the other, there has been a very real emergence of how artificial intelligence (AI) and machine learning needs to fit into the marketing ecosystem of today and tomorrow.

Aden Hepburn

Executive creative director and managing director, VML Australia

Is your content marketing missing the mark?

Does it ever seem like the content you create falls flat on its face or that the leads you’re generating aren’t worth following up?

Dan Ratner

managing director, uberbrand

​ Creating a purpose-driven brand

So you want to be a brand with purpose. But what does it actually mean to build a brand with real meaning?

Paul Chappell

Partner and managing director, Brand + Story

It is interesting. Rebrand is very good. Perhaps they should change the logo to something more modern. For example as it is - https://www...

David Hill

Grace Group undergoes first rebrand in 30 years to unify and contemporise

Read more

Hey Guys, just one small typo that changes a part of the story :“That was a really big step forward for our company because we didn’t hav...

Damian Young

Chobani tastes success with data analytics platform

Read more

This is amazing! Congratulations to Cochlear for continuing to lead innovation in every way!

Chris

How this marketing ops leader is lifting the automation ante at Cochlear

Read more

Interesting case! It seems like universities can also benefit from marketing automation. I've started using getresponse some time ago and...

Aaren

How marketing automation is helping drive CX change at Adelaide University

Read more

Always great to see and read these success stories and the growth of gamification. This story is very warming and can act as an inspirati...

James Doyle

5 tips to boost engagement with gamification from Donut King

Read more

Latest Podcast

More podcasts

Sign in