The Value of Multichannel Real-Time Segmentation

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  • Sponsored by Zeta Global

    Written by David Daniels, Nicholas Einstein, John D. Polcari, Amy Jones Email Marketing, Omnichannel Marketing

    "The Value of Multichannel Real-Time Segmentation" which surveyed 300 marketing executives, underscores the value of capitalizing on real-time data.  According to the report, marketers that utilize real-time multichannel data generate nearly three times more revenue in their marketing programs than their peers that do not utilize real-time data. Adding automation pushes those results even higher. Marketers that automate customer lifecycle messaging through tactics such as rules-based triggers, drive 133% more revenue than those that don’t.

    Highlights of the Report/Survey Findings Include:
    -Email is the most effective channel to drive revenue. 91% of participants view email as the most effective channel to move the sales needle.  E-mail ties consumer identity together across channels and is the mechanism utilized to drive real-time segmentation through multichannel data. 
    -Nearly a quarter of marketers state they don’t have adequate staffing resources and marketing organizations unfortunately remain siloed preventing marketers from consolidating multiple marketing channels to one vendor. Just 25% of marketers’ state there is central ownership across all marketing channels while 56% of marketers wish to consolidate their vendors across all channels. 
    -Marketers are becoming increasingly data-driven.  Analytical services that help develop measurement and attribution models to assist with strategies/tactics. Analytical services that help develop measurement and attribution models are the most valuable services according to 40% of marketers surveyed.
    -Marketers lack the tools to capitalize on the explosion of data and marketing touchpoints.  25% of marketers use some form of real time data to drive segmentation and targeting but the vast majority are not able to centralize customer data from across channels and recognize customers in a single record. 
    -Granular measurement of return on marketing spend remains out of the reach of most marketers.  Only 21% of marketers surveyed leverage multichannel attribution models, leaving 79 % to rely on potentially spurious conclusions that fuel poor media buying decisions.


    The fifteen page report, written by David Daniels and Nicholas Einstein of The Relevancy Group and co-written by John D. Polcari and Amy Jones of Zeta Interactive.

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