Obtaining a single customer view remains a huge challenge for marketers in spite of the ever-improving capabilities of digital technologies.
But unified marketing is a nirvana worth striving for according to a new report from Econsultancy and Tealium.
The Path to Unified Marketing investigates the difficulties that brands face in obtaining a single view of their customers, as well giving an overview of the state of the industry.
One of the sections examines the benefits of unified marketing by comparing the expectations of those who haven’t tied their data together with the experience of those who have achieved some degree of a single customer view.
Respondents were asked to identify what they perceive to be the top three benefits of integrating their marketing applications and data.