Study Says CMOs Challenged By Marketing Technology Sprawl and the Need To Unify Data

Oct 21, 2014

A new study published by the Chief Marketing Officer (CMO) Council and Tealium, a provider of real-time unified marketing solutions, finds strong links to suggest that improved business and marketing performance are directly related to having a formal roadmap for digital marketing technology acquisition, integration, and data unification. The online research is based on Q3 2014 interactions with 150 senior marketers in North America.

Quantify How Well You Unify explores how well chief marketers are taking ownership of digital marketing technology strategies and to what degree they are unifying and extracting value from multiplying customer data sources.

According to the results of the study, 42% of CMOs who own their marketing technology strategy see greater business impact than those who do not. Those with a formal strategy contribute more to overall revenue and value creation. Half are able to achieve more targeted, efficient and relevant customer engagements, and 39% achieve greater return and accountability of marketing spend. Nearly one-third (30%) of CMOs who say they manage and integrate technology extremely well or pretty well are seeing tangible business value, with 51% of those achieving greater revenue contributions. Those who integrate a technology strategy within their overall marketing strategy are able to achieve more personalized customer interactions across channels-59% percent of those who have integrated this strategy report achieving more targeted, efficient, and relevant customer engagements.

However, there is a need for master planning when it comes to collecting and analyzing customer-centric data sourced from websites, social networks, mobile apps, online customer communities, and other interactive, self service and self-help channels. Less than half (44%) of senior marketers surveyed say they have a formal marketing technology strategy and program to further business goals. Just 16% of marketers report their marketing technology strategy is tightly aligned to the business strategy. Only 3% of marketers say they are doing extremely well at integrating marketing technologies across functions. A surprising 54% of marketers are not sure whether their marketing technology investments are producing tangible business value.