‘Aggregate Data to Grasp the Whole Customer Journey’ – Entrepreneur
Randy Antin says, “Few companies can connect the dots when managing their massive amounts of customer information. According to research by Econsultancy and Ensighten, only 10 percent of marketers have successfully aggregated data from social, web analytics, customer purchase history and in-store visits and sales.
Even the necessary centralization of that data is becoming more difficult. In a recent CMO Council study, 44 percent of marketers said they believe data aggregation is crucial for completing their picture of the customer experience. Even if an organization stores, collects and aggregates all of its own site’s data, it still has a limited view of consumer behavior.
Most marketers don’t observe customers’ online activity beyond their own sites. According to Teradata, 87 percent of marketers believe data is a valuable yet largely underused tool”.
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