Study: Marketers face issues with visibility, data, optimization

New York - Lack of a single customer view, an inability to deal with large amounts of data and lack of time for optimization are among the challenges that cause the biggest headaches for modern marketers. According to new research published by Econsultancy in partnership with SmartFocus, among the pain points marketers face are the challenges of making customer data actionable, bottlenecks caused by IT and web development teams and lack of time for campaign testing and optimization.



The report identifies the following key challenges:



• Turning insights into actionable segments to drive effective marketing content (45%).



• Inability to create a single customer view (42%).



• Difficulty keeping track of customers across different channels and on different devices (41%).



• Complexities of using multiple data sources (40%).



• Defining attribution and assessing touch-points required to convert a customer (40%)