Posts tagged with Intelligence Briefing

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Only 21% of marketers have a unified data system for all channels: report

A common refrain among marketers is that it’s difficult to gain insight from the abundance of data that is made available by digital technologies.

This could be down to time constraints or lack of expertise, but it seems that many companies simply don’t have the correct tools for the job.

In a recent survey by Econsultancy and Adobe more than half (52%) of businesses said that they ‘have separate, non-connected technologies managing data for different channels’.

Only a fifth (21%) of respondents enjoyed some kind of unified channel management. Of this total a mere 8% reported having a single platform that allows them to manage data from across all channels, with the remaining 13% saying they are able to manage data collectively from some of their channels but not others.

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Business culture and structure seen as main obstacles to integrated marketing

Organisational structure and company culture are seen as the two main obstacles to effective integrated marketing, according to a new report from Econsultancy and Adobe.

The survey also found that disparate data sources continue to be a key problem for businesses, as are non-integrated technology platforms and a lack of senior-level buy-in.

The results come from the latest Econsultancy/Adobe Quarterly Digital Intelligence Briefing entitled ‘Channels in Concert: Trends in Integrated Marketing’.

This briefing, based on a global survey of more than 1,000 business respondents carried out by Econsultancy and Adobe in November 2013, looks at data, analytics, technology and skills in the context of integrated marketing.