Marketers aspire to be customer centric but lack integrated data and systems to make it so. According to a recent survey by
Acxiom® (Nasdaq: ACXM) and
Digiday, 70 percent of respondents poorly integrate data, negatively impacting marketing performance, customer value and overall margins.
While most have a “relentless focus to better understand and recognize high-value customer segments,” 74 percent can’t recognize customers in real time and 79 percent don’t have or won’t have customer value scores. More than 50 percent blame a lack of integrated data or technology, and 24 percent indicate that measurements do not encourage customer centricity.
“Marketers are just beginning the customer centric journey,” said Tim Suther, Acxiom CMO. “To achieve maximum customer value requires refining insights across all relevant data, then applying it wherever customers are. Doing so can improve customer value 10-15 percent.”
For more results, download the
Acxiom/Digiday white paper. To watch Tim Suther present the finding, please click
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