Marketers Want Unified Data and Better Tech Tools

By Dennis McCafferty
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    Trying to Connect

    Trying to Connect

    46% of marketers at large organizations have connected at least their primary apps and some data—if not all apps and key operational and customer data.

Marketing professionals want to take a deep dive into big data, but they say that their current technology resources present too many barriers to success, according to a recent survey from Tealium. The resulting report, "The Path To Unified Marketing: Unlocking Potential through Integrating Applications and Data," states that many organizations are consolidating major apps and data functions to generate a long-sought-after "single view" of customer behaviors and needs. However, the majority of marketing pros say the data remains too fragmented to be used effectively and is not available for all required apps. They want to acquire the tech tools needed to overcome these hurdles in order to pursue marketing strategies. "Since before the dawn of the digital era, marketers have been on a quest to obtain a single view of the customer and ascend to the next level of marketing," according to the report. "Unfortunately, this idea of unified marketing has been little more than a pipe dream, pushed out of reach by an ever-expanding number of siloed data sources, the ubiquity of mobile devices and the inability to correlate all of this data together." Tealium specializes in enterprise tag management and real-time unified marketing solutions. Nearly 315 marketers took part in the research.

This article was originally published on 2014-08-06
Dennis McCafferty is a freelance writer for Baseline Magazine.
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