As big data gets bigger, marketers have more fuel to build and deliver a seamless consumer experience across devices and media. But few marketers are doing it right.

We wanted to know why.

Our new Econsultancy report, Customer Recognition: How Marketing is Failing at its Top Priority — cosponsored by Epsilon and Conversant — examines marketers’ priorities, realities and data-management capabilities. The study found:

  • 1:1 recognition is essential.
    75% of marketers believe that growth depends on communicating with customers on a one-to-one level, across devices and media. It’s so important that 86% of marketers prioritize it. But hardly anyone is getting it right.
  • Most marketers don’t have a single customer view, across devices and channels.
    43% of companies believe that they have a single customer view, but in reality only 12% do. And only 5% can tie offline sales to online marketing.
  • Technology capabilities are limited.
    Few vendors provide digital marketers the right tools for the job. But, to most, these limitations are an unpleasant surprise. Nearly 60% of respondents said that the reality of their technology solutions don’t align with the promises that they were sold.

Our research found that marketers need a single, integrated marketing approach to achieve their goals. As an end-to-end solution, Conversant can help.

Conversant maintains 160+ million anonymized consumer profiles. And each profile is matched to individuals’ devices, cookies and purchases with 96% accuracy. Every time we learn something new about someone—across 7,000+ dimensions, including offline purchases—we add it to their profile in real time. Then, we deliver dynamic, highly personalized media across all of their devices.

Our clients are in the 5% who have a single customer view across devices and channels—one that lasts for years—and can link offline sales to online marketing. Let us help you get there, too.

To see what else we uncovered, download the full report.


Get your copy of the full report to read what else we uncovered.

To re-watch the webinar, the recording can be viewed here.