Merkle：2022年第三季度客户互动报告_26页_1mb

Customer Engagement Report Summary

Core Content

This report explores the challenges brands face in delivering personalized customer experiences (CX) and outlines strategies to overcome these issues. It highlights the disconnect between how brands perceive their CX capabilities and how consumers actually experience them, emphasizing the need for a modern data strategy to bridge this gap.

Main Objectives

The report aims to:

1. Identify critical gaps and roadblocks in customer data strategies.
2. Highlight the impact of these gaps on personalization, growth, brand value, and innovation.
3. Explore ways to close these gaps and improve the effectiveness of CX initiatives.

Key Takeaways

Three Priority Areas of Focus

1. Strategy: Brands need a unified, long-term customer data strategy that enables cross-functional use of data.
2. Technology: A robust technology infrastructure is essential to support real-time data access and omnichannel personalization.
3. Data: Modern data practices and platforms are necessary to unify and enhance customer data for better insights and personalization.

Critical Gaps

• Only 32% of brands utilize customer data across the entire enterprise.
• Less than a quarter have migrated all customer data to the cloud.
• Only 24% manage all campaign data in a central repository.
• CDPs are often misunderstood as a full solution to data issues, but they require a strong data strategy and governance.

Importance of Data Strategy

• Customer data is not only used by marketing but also by product, sales, service, and strategy teams.
• Siloed data leads to inconsistent customer insights, increased costs, and reduced innovation potential.

Impact of Technology

• Brands often prioritize new tech integrations over improving their data foundation, which limits the full potential of their martech stack.
• Only 15% can power full omnichannel personalization, showing a lack of real-time data decisioning and journey orchestration.

Data Management Challenges

• Many brands store campaign data in silos or in a CRM, rather than a centralized data store.
• Migrating data to the cloud is a complex task, but essential for unlocking scale and agility.

What to Do

Strategy

• Audit your current tech stack to identify where data resides.
• Build a technology strategy that is driven by the right data and aligned with organizational goals.
• Ensure all departments have access to consistent, clean data.

Technology

• Prioritize data integration and real-time access when implementing new technologies.
• Collaborate between marketing and IT to create a unified technology strategy.
• Focus on building a cloud-based infrastructure that supports all data needs.

Data

• Migrate all customer data to a centralized cloud repository.
• Build a clear set of use cases to guide data migration and transformation.
• Choose a partner with experience in large-scale data migrations and a deep understanding of the vendor landscape.

Case Studies

Life Insurance Company

• Implemented a data lake to integrate customer data across all touchpoints.
• Completed the project in six months with phases including discovery, design, testing, and deployment.
• Results: $9M in potential sales and retention, 50%+ improvement in data processing speed, 40% decrease in operating costs.

Athletic Retailer

• Integrated guest data from multiple sources onto an AWS-based cloud platform.
• Enabled real-time segmentation and personalization for marketing efforts.
• Results: 150M records processed, 10M enriched, and a minimum viable product deployed in 3 months.

Survey Highlights

• Marketing slightly outperforms IT in purchase decision authority for CX platforms.
• Real-time data integration remains a significant challenge for many brands.
• Lack of customer 360 profiles, data integration, and identity resolution are key inhibitors for analytics teams.

Executive Perspective

• A Merkle client emphasized the importance of timely data accessibility and cloud migration.
• Merkle played a crucial role in guiding the client through data strategy, identity resolution, and cloud adoption.
• The client advises other brands to clearly define and document their use cases for data transformation.

Conclusion

To overcome the CX disconnect, brands must focus on three key steps:

1. Audit and align their technology strategy with data needs.
2. Build a long-term data strategy with a cloud-based foundation.
3. Foster collaboration between IT and marketing to enable scalable and agile CX initiatives.

Partner Smarter

Merkle was recognized as a Leader in The Forrester Wave™: Customer Data Strategy and Activation Services (Q2 2022), highlighting its expertise in connecting marketing to CX, ecommerce, and technology. Merkle offers a comprehensive suite of services to help brands develop world-class data and activation strategies.

Survey Methodology

• Conducted by Merkle in August 2022.
• Surveyed over 600 marketing, data, and IT leaders across the US and UK.
• Respondents were primarily from marketing (50.1%) and technology (49.9%) roles.

Respondent Breakdown

• Industry Vertical:

  • High-Tech: 23.1%
  • Automotive & Mobility: 15.5%
  • Insurance & Wealth Management: 12.8%
  • Retail Consumer Goods: 10.6%
  • Health: 7.8%
  • Banking & Consumer Finance: 7.8%
  • Travel & Hospitality: 6.0%
  • Media & Entertainment: 5.0%
  • Nonprofit: 3.2%
  • Other: 8.2%

• Company Revenue:

  • US $100–499 million: 49.4%
  • US $500–999 million: 32.9%
  • US $1 billion or more: 17.6%

Note: Percentages may not total 100 due to rounding.