Most organisations have well-defined business and IT strategies. With data becoming key to business success, a coherent data strategy is now also important.
At the Festival of Marketing the Econsultancy Digital Transformation team met with a number of marketers, and it became clear that many businesses are struggling to develop a coherent data strategy.
Digital marketers have moved from a campaign driven to a more customer centric approach. The resulting customer dialogue has led to a greater need for a single customer view.
However legacy systems have created data silos resulting in the need for more data integration. This has repercussions for how marketers should think about their technology.
Website testing is one of the most important ways to improve conversion.
A recent Econsultancy roundtable on conversion rate optimisation highlighted that the prioritisation of tests is a real challenge for digital marketers. Too many tests generate little lift in website conversion.