SAN DIEGO, CA (June 25, 2014) – With the number of siloed applications and fragmented data sources spiraling out of control, organizations that embrace unified marketing are experiencing much stronger results than their peers who are doing nothing to tie their technologies and data together. This includes a 42 percent higher score in turning data into action, a 38 percent improvement in maximizing their existing marketing tools, and a 69 percent increase in quantifying marketing results. These are among the key findings of a new survey released today by Econsultancy and Tealium entitled, “The Path to Unified Marketing: Unlocking Potential Through Integrating Applications and Data,” which explores the challenges and opportunities that businesses are experiencing in unifying their marketing initiatives.
The 20-page report, which can be downloaded for free ($695 value), includes survey results from 313 client-side marketers at B2C and B2B organizations. Key findings include:
“The whole industry is grappling with having disparate marketing applications and data sources. This study looks at the issues and how some organizations are overcoming them,” said Stefan Tornquist, vice president at Econsultancy, an independent research and media company. “We’ve been talking about the potential for unified data and applications for some time, and it’s exciting to see companies finally benefiting from it.”
“We strongly believe in the power and promise of marketing technology and, as this survey suggests, businesses are just scratching the surface of what’s possible when a unified marketing strategy is implemented,” said Tracy Hansen, CMO at Tealium, the global leader in enterprise tag management and real-time unified marketing solutions. “Tealium provides a platform for marketers to ‘build their own marketing cloud,’ so they can easily connect and integrate all their best-in-class marketing solutions. This enables them to drive more profitable cross-channel engagements in real time using their existing applications.”