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.

That leaves nearly 80% of marketers with the job of managing with disparate tools and outputs.

Which of the following statements best describes your marketing technology in terms of its ability to manage data across multiple channels?

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.

Integrated marketing is defined as the development of strategies, campaigns and messaging that weave together multiple marketing disciplines and channels, with the aim of providing consistency and maximising their impact.

The benefit of having the right tools

Data in the report also shows that bringing data together into a single place, along with the tools to manage it, is a catalyst for simplicity and knowledge.

For example, 85% of companies with a single data platform stated that they are confident in their ability to use web analytics to answer simple questions.

However this falls to just 38% among companies that operate separate, non-connected data technologies.

Web analytics capability and maturity: comparison of companies with single platform versus those with non-connected technologies