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Marketers say the lack of a single customer view is their biggest barrier to successful cross-channel marketing, according to a recent report from Experian Marketing Services.

The report was based on data from an online survey of 1,012 marketers conducted between November 10 and December 7, 2014. Responses were collected from marketers from around the world.

Some 32% of respondents say the lack of a single customer view is a top challenge to their cross-channel marketing efforts. Other top challenges include technology limitations (31% of respondents cite) and organizational structure (31%).

Below, additional key findings from the report.

Current State of Cross-Channel Marketing

  • 50% of respondents say their marketing efforts are siloed but aligned across channels; 29% say their efforts are coordinated; 17% say their efforts are siloed and unaligned. 
  • Only 4% of respondents say their company is performing fully integrated cross-channel marketing.

Challenges to a Complete Customer View

  • 43% of respondents say one of the top barriers to a complete customer view is poor data quality. 
  • 39% of respondents say siloed departments is a top challenge to getting a complete customer view.

About the research: The report was based on data from an online survey of 1,012 marketers conducted between November 10 and December 7, 2014. Responses were collected from marketers from around the world.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji