- A new report from Experian highlights the struggles digital marketers still face in cross-channel marketing, showing the biggest hurdle is data.
- According to the report, 89% of digital marketing respondents admitted to facing challenges in creating a single customer view across channels.
- The largest problem cited in cross-channel tracking was the inability to link (32% reported having trouble), followed by 31% citing issues with technology and 31% blaming overall organizational structure.
Marketers have been scrambling to discover the best method for tracking individuals across channels, as the tried-and-true method is losing its power as it holds little advantage in mobile. Several attempts have been made at alternatives from the likes of Facebook, Google and others, but without the industry agreeing on a method, cross-channel tracking remains a bit elusive.
To complicate matters, the FTC is planning to get involved by discussing the issue at a conference in the fall, with the aim of setting recommended standards to help unite the industry.