Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

Better Data Analysis Is Critical to Improving Customer Experience

But the fragmentation of touchpoints makes that difficult

If marketers want to upgrade their customer experience, they will have to take a hard look at revamping their data analytics.

According to an Econsultancy and Adobe survey of client-side marketers worldwide, 65% of respondents said improving their data analysis is a very important factor in delivering a better customer experience. That was the most popular answer for the second year in a row, up from a 63% response rate in 2017.

Providing a reputable digital experience for customers is important for marketers because it is one of the main ways that brands can differentiate themselves from competitors, according to Adam Kleinberg, CEO of ad agency Traction.

“In order to improve your customer experience, you need to understand the customer journey in relation to your brand and then identify moments of friction you can fix or moments of delight you can build upon,” Kleinberg said. “Analyzing data is essential to identify these insights, which can become business-building opportunities.”

The results of this survey are in line with previous research. A 2016 study by Forbes Insights and SAS found that 90% of executives worldwide who use data analytics noticed it improved their ability to deliver a superior customer experience.

According to a January 2018 survey of US senior decision-makers conducted by Verndale, big data/analytics was listed as the most important emerging technology for enhancing customer experience, cited by 63% of respondents.

While data analysis may be critical to improving customer experience, there are technical challenges to leveraging big data. For instance, identifying users and assigning attribution across devices remains a struggle for some marketers. In a Q1 2017 survey of marketers worldwide by the CMO Council and RedPoint Global, 38% of respondents indicated that customers’ fragmented digital consumption is a primary challenge in implementing a data-driven customer experience strategy.

“As we move into an omnichannel world, where the line between digital and retail is blurred, the complexity and number of types of data become greater from sales figures, store traffic, geographic behavior patterns,” Kleinberg said. “Often, it’s the creative application of data that uncovers the best opportunities to transform a customer experience.”