IT leaders are more advanced than marketing executives in distributing content assets via email and most other ways, judging by Building Better Experiences, an international study of large organizations by Wunderman Thompson Technology and Sitecore.
For one thing, IT is much more likely to conduct high-level analytics (i.e., page views, call to action clicks, etc.) — 52% versus. 45% for marketing.
IT also leads in using feedback via a survey delivered by email or SMS after their channel visit — by a gap of 47% to 39%.
And, IT leads in these areas:
- Analytics on specific content molecules and assets
- Calculated metrics such as engagement: value of content
- Specific content effectiveness analytics
- Channel content effectiveness analytics
Granted, 60% of IT decision-makers feel their department is a bottleneck in delivering an optimal customer experience. But 71% of marketers say the same about theirs.
In addition, 53% of IT respondents use AI for content renditions for channels, as do 48% of marketing leaders.
Here’s another finding—that 56% of IT decision makers deploy AI for regulatory compliance, as opposed to 50% of marketers. Both numbers may reflect the high European skew of this survey and the challenges of GDPR.
Meanwhile, only 16% of decision makers overall claim their metadata updates are fully automated. That includes 20% in IT and 13% in marketing.
But 62% of IT respondents and 56% of marketers say their process is semi-automated. And marketing is much more likely to load data manually—by a margin of 32% to 18%.
In general, companies still face hurdles in delivering personalization — for these reasons:
And, many firms are hobbled in adopting newer ideas like headless content—systems that decouple content from specific channels, allowing it to be created once and then consumed by any channel. The obstacles are:
While 54% are familiar with the concept overall, that figure rises to 65% among IT staff.
In general, 60% of companies have invested in digital asset management, a system that that “manages assets centrally, independently of content.” The largest investors in DAM are retail (72%), manufacturing (65%), financial services (61%) and IT (54%).
What is next for large organizations? Their future AI priorities include:
Wunderman Thompson Technology and Sitecore surveyed 580 executives at companies with at least 1,500 employees from the UK, Germany, Switzerland and Austria.