In A Post-Digital World, Marketers Need
Timely, Accurate, And Granular Data
To grow, businesses must engage customers through lasting and protable
relationships. But serving today’s empowered customers is harder than
ever. As they embrace web, mobile, and social technologies, the lines that
once separated their ofine and digital experiences have blurred. These
digital interactions have raised the bar for businesses that now must remove
friction across a variety of touchpoints. But digital channels also leave a
trail of valuable data that can be used to drive more meaningful customer
moments, which, in today’s post-digital world, must go beyond traditional
personalization. Instead, marketers must deliver both personalized and
contextual experiences in their customers’ exact moment of need — and do
so at scale.
2
To execute on this vision, organizations must put the customer — not the
products — at the center of all decisions. They need to fully understand the
complex journey of their customers and nd ways to deliver across those
journeys holistically. Success hinges on their access to — and ability to
act on — timely, accurate, and increasingly granular data. Decision makers
in our study recognize these needs and are placing a high priority on
developing customer- and data-focused capabilities across both business
and marketing use cases (see Figure 1).
“Being able to better mine,
understand, and utilize data
in a meaningful way will be
a requirement over the next
ve years. The consumer
is getting smarter, and
the marketer needs to get
smarter with them. That can
only be done through data.”
VP of marketing, financial
services
1/2 page
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Figure 1
“What priority is your organization placing on the following objectives over the next 12 months?”
BUSINESS OBJECTIVES MARKETING OBJECTIVES
Base: 200 professionals with responsibility or inuence over their rm's marketing, advertising, or customer insight strategy
Source: A commissioned study conducted by Forrester Consulting on behalf of Marketing Evolution, March 2018
Grow revenue
Critical priority High priority
40% 90%50%
Address rising customer
expectations
32% 87%55%
Improve our ability to innovate
36% 84%48%
Improve our products and
services
36% 82%46%
Increase operational efciency
34% 82%48%
Improved ability to respond to
changes in our environment
27% 81%54%
Increase our brand’s inuence
and reach in the market
36% 88%52%
Improve our marketing
efciency/ROI
36% 88%52%
Rapidly convert data into
insights aligned to customer’s
real-time needs and behaviors
32% 86%54%
Better understand our customers’
attitudes and behaviors
32% 84%52%
Develop a 360-degree
customer view
30% 82%52%
Deliver personalized, contextual,
and consistent experiences
across online/ofine channels
34% 82%48%
Better leverage data and analytics
in business decision making
35% 80%45%
2 | The Current State Of Marketing Measurement And Optimization
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