• by Ray Schultz , Columnist, January 9, 2025

Email teams may be suffering from larger issues affecting their organizations. 

For one thing, 70% of marketing leaders are struggling to identify and engage audiences across multiple touchpoints, according to the Q4 2024 Identity Resolution from TransUnion, conducted by Forrester.

Here's one reason why: Of the companies polled, 66% are using 16 or more martech solutions.

These fragmented tech stacks are creating inefficiencies that result in:

• Inability to personalize across the customer journey
• Trouble scaling marketing efforts
• Inability to effectively onboard AI capabilities for marketing.
• Wasted marketing spend

"It’s not about changing your stack but leveraging identity and data tools to connect these disconnected tools," says Matt Spiegel, executive vice president and head of TruAudience marketing solutions at TransUnion. "Without that connection, inefficiencies become significant concerns."

Despite these issues, 93% of marketers say they are meeting or exceeding their customer experience and understanding goals. And 88% say they are doing the same when improving customer insights.

In addition, 79% report they are meeting or topping their data-driven decision-making and adaptability goals.

"At the end of the day, it’s about being able to see your customers clearly,’ Spiegel concludes. “When you connect the dots between systems, you’re creating better experiences for people. And that’s what drives results.”