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.