Study Finds Marketers Agree That Customer Experience Optimization Is Key, Struggle With Data-Driven Insights

Mar 19, 2015

Ensighten, an omni-channel data and tag management provider--and the company behind the Open Marketing Platform--published new research alongside Econsultancy, finding that customer experience optimization is becoming an increasingly critical discipline as organizations enter a new era of marketing. The study found 96% of companies deem customer experience optimization as "important," with more than 41% claiming that this is now a "high priority" for their organization.

With brands fighting for the attention of the always-on consumer, organizations are now keen to optimize customer experiences, as 94% believe doing so will result in higher engagement and conversion rates. Further, 66% also cite better brand perception as part of the resulting upside.

However, the majority of marketers are not yet positioned to deliver the most relevant and personalized experiences, according to this research. Standing in the way of these benefits are the vast and complex datasets businesses need to manage and use in real time and at scale. Nearly two-thirds (62%) often feel overwhelmed by the volume of incoming data, and 85% are unable to extract the full value from the data sources they have access to. Just 3% of businesses claim they have a strong capability when it comes to using cross-channel or cross-device data for either real-time website or mobile app personalization.