Marketers continue to suffer from siloed data, as many email teams probably well know.
Across North America, 40.4% of companies have their email, social, and mobile teams operating independently. Another 29.4% pursue joint planning but separate execution, according to The State Of Insights-Led Engagement Report 2022, a study by Moengage.
Only 30.2% have integrated planning, execution and streamlined decision-making for future initiatives.
This comes at a time when brands face several technological challenges, among them:
Email is the most-utilized engagement channel, pointing to a need for an integrated flow. The leading channels are:
Meanwhile, marketers are choosing CRM systems for their customer engagement stack, but not by much. Of the types of platforms, they have:
Enterprise companies are most likely to deploy a CRM — 25.6% do so. Small and mid-size business seem to favor multichannel customer engagement platforms: 21.7% of mid-size firms have one.
What insights are brands measuring now? They list:
Customer segment persona type categories (e.g. loyal, price-sensitive, one-time shopper) — 17.8%
It varies with the industry: Consumer shopping brands are most likely to measure customer segment, while BFSI firms look most at probability to purchase, churn or hibernate.
MoEngage surveyed 2,000 marketers across North America from December 2021 to February 2022.