Marketers drowning in data hampers optimisation of customer experience

Marketers drowning in data hampers optimisation of customer experience
Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


In an increasingly competitive world global marketers almost unanimously agree that the optimisation of customer experiences is key. 96% said that they felt it was important, with 41% claiming that it was a high priority for their business, according to a new study from Ensighten and Econsultancy.

Higher engagement

Its reasons are clear. 94% believe that optimising customer experiences will result in higher engagement and conversion rates whilst two thirds (66%) say it enables better brand perception, according to the results of the inaugural Econsultancy Customer Experience Optimisation report.

Data challenges

But marketers are facing major obstacles in realising the dream of delivering improved customer experiences. The research, which was based on a survey of more than 600 companies and agencies carried out between November and December last year, showed that nearly two-thirds (62%) of respondents said that they often feel overwhelmed by the volume of incoming data whilst 85% said that they were unable to extract the full value from the data sources they have access to. The research showed that only 3% of businesses felt that they had a strong capability when it comes to using cross-channel or cross-device data for real time website or mobile app personalisation. The challenges are caused by both data and technology silos as well as a lack of talent in such areas, the report states.

“Focusing on developing customer experiences can create a more loyal and engaged customer base which is an extremely valuable competitive advantage in today’s fast-paced commercial environment,” said Bola Awoniyi, research analyst, Econsultancy.

Boaz Ronkin, SVP of product for Ensighten, said marketers must concentrated on integrating their marketing tech rather than adding further silo systems. “To maximise the return on investment in their marketing technology stacks, CMOs must look for integrated solutions that excel at joining disparate systems, rather than add new standalone systems into the mix,” he said.

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