ResourcesOmnichannel Marketing Excellence: The growing role of customer data platforms

Omnichannel Marketing Excellence: The growing role of customer data platforms

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The Omnichannel Marketing Excellence report, produced by London Research in partnership with BlueVenn, explores organizational maturity across four key marketing pillars – outbound marketing, inbound marketing, owned media and cross-channel orchestration. The research builds on the 2019 Customer Data Excellence report, with a focus on the growing role of customer data platforms (CDPs) in the execution of effective marketing to meet business objectives.

The key findings of this research include:

  • CDPs are becoming mainstream. The proportion of $50m+ annual revenue companies with CDPs has increased from 51% to 63% since early 2019.
  • A seamless experience across online and offline channels remains elusive. Only 9% of responding companies say they have engineered seamless experiences across online and offline channels, with website and ecommerce experiences integrated with other customer interactions.
  • Companies are getting better at mapping customer journeys. Just under half of the companies surveyed (45%) are now using customer journey mapping in some form, however only a fifth (21%) say they are designing integrated, omnichannel customer experiences across the customer lifecycle and at every touchpoint.
  • CDPs help to drive more advanced analytics and personalization. The research shows the extent to which good data drives analytics, which in turn helps to power advanced personalization.