Independent Study Reveals Almost Half of Marketers Do Not Trust the Reliability of Their Data Due to Fragmented Tools and Poor Integration
11 Julho 2023 - 10:20AM
Business Wire
A commissioned study conducted on behalf of
Zeta Global finds that marketers must invest in integration to
deliver superior experiences and increase revenues
Zeta Global (NYSE: ZETA), the AI-Powered Marketing Cloud, today
announced a Forrester Consulting Opportunity Snapshot, “Elevate
Your Integration Strategy for Maximum Business Impact.” This study
was commissioned by Zeta Global to examine the current state of
marketing technology and the biggest challenges that brands face in
their quest to improve customer experiences and accelerate
growth.
The Forrester study discovered most companies (85%) have over 10
technologies within their stack, yet over 50% believe they are
lacking the capability or processes to manage fragmented tools and
problems that may arise from poor integration. Problems increase as
more solutions are added. Marketers can achieve a better return on
their technology investment by developing a comprehensive
integration strategy that has the flexibility to optimize existing
technology and connect multiple solutions, disparate data sets, and
fragmented processes.
The analysis was based on surveying hundreds of US marketers
responsible for customer experience tools. The Forrester study
shares how companies can understand and utilize the long-term
benefits of an optimally integrated data/tech environment. To
better define the core components of a successful vendor selection
process that creates better experiences for consumers and better
results for the brand. Click here for the full Forrester
Opportunity study results.
Key findings of marketers’ challenges found in the study:
- Point Solutions Make Marketing More Complex Than Ever:
“The best of breed” trend driven by CIOs and System Integrators has
increased complexity. Companies today typically use 11 or more
solutions that impact CX (84%), with over one third storing and
processing at least nine diverse types of customer data within
these tools. This fragmented approach hinders marketers’ abilities
to create personalized experiences while increasing operating
expenses.
- Flexibility To Customize Technology Helps Master CX:
While ‘out of the box’ integrations are a good start; smart
marketers recognize the importance of customizing existing
integrations (67%) and the flexibility to create new ones
(71%).
- Data Without Intelligence Slows Speed-To-Market and Impairs
the Bottom Line: Only half surveyed of marketers are confident
in their data, including quality, security, reliability, and
activation. Marketers who rely on a poorly integrated environment
experience delays in launch campaigns (59%), resulting in lost
revenue (55%) for the business.
- Analytics is a Top Expectation, But Still Unrealized:
Providing insights is the top technology buying requirement (74%),
yet delivering insights is marketers’ top challenge. Respondents
cite that lack of integration creates data activation
problems.
- A Single Platform Delivers Positive Business Outcomes:
Respondents with a well-integrated technology environment reported
improved reputation (68%), speed to market revenue advantage (67%),
improved internal collaboration (61%), and ability to analyze data
in the application (59%).
“As marketing becomes more complex, many companies are failing
to keep up with modern expectations of customer experience and
losing revenue as a result. The Zeta Marketing Platform (ZMP) has
been designed for marketers’ needs with the unique flexibility to
wrap around and augment the brand’s tech stack, providing speed to
intelligence, deeper analytics, and activation to deliver greater
return on investment. We developed a single solution that
consolidates multiple separate point solutions to resolve these
issues and create practical and proven integration,” said Christian
Monberg, Zeta’s Chief Technology Officer and Head of Product.
About Zeta Global
Zeta Global (NYSE: ZETA) is the AI-Powered Marketing Cloud that
leverages advanced artificial intelligence (AI) and trillions of
consumer signals to make it easier for marketers to acquire, grow,
and retain customers more efficiently. Through the Zeta Marketing
Platform (ZMP), our vision is to make sophisticated marketing
simple by unifying identity, intelligence, and omnichannel
activation into a single platform – powered by one of the
industry’s largest proprietary databases and AI. Our enterprise
customers across multiple verticals are empowered to personalize
experiences with consumers at an individual level across every
channel, delivering better results for marketing programs. Zeta was
founded in 2007 by David A. Steinberg and John Sculley and is
headquartered in New York City with offices around the world. To
learn more, go to www.zetaglobal.com.
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Investor Relations Scott Schmitz ir@zetaglobal.com Press James
A. Pearson press@zetaglobal.com
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