Infographic represent the survey results on the top pain points for marketers, both B2B and B2C. The big takeaway is that 35% of B2C marketers felt that response attribution is the most challenging multi-channel marketing issue. The next biggest challenge, as asserted by 25% of the surveyed marketers is in measuring and proving ROI on their initiatives. The root cause of this is the proliferation of customer touchpoints, with each touchpoint driving the channel strategy.
Image developed by Ciceron with data sourced from Experian, Webmarketing and Exacttarget.
These measurement challenges arise because the multiple touchpoints for the customer are not integrated and each channel strategy effectively drives an independent analytical initiative. See the graphic below.
To address this challenge
- you need to flip the design on its head and have the channel tactics driven off acentralized analytical hub.
- merge your touchpoints at the source. See how to convert your landing pages to social pre-fill.