Companies have trouble making proper monitoring on online customer behavior. Despite being aware of the need to use Big Data to act in real time and thus improve the user experience, they are not able to do it properly, according to the survey data reflect Razorfish and Adobe.
In his study “The State of Always-On Marketing” 76% fails to apply these data on customer behavior segmentation and orientation of the message. Therefore, they cannot provide real-time personalized and integrated experience across all channels, as would be desirable, according to the criteria of Always-On Marketing (AOM).
On the other hand, 24% of companies themselves are using these behavioral data, fewer than 20% have the appropriate technology to enable it to carry out its marketing strategy in real time.
Meanwhile, those companies that are able to leverage data to provide real-time experiences have been able to see a greater return on investment.
The survey also showed a big difference between what executives believe they are capable of doing, and their actual capacity. More than half of them rely on their potential to provide a personalized experience to a particular target. In contrast, only 38% were able to distinguish between a new customer and another recurring. Even worse, only 13% actually manages to offer a personalized experience and measure the results of it.
Marketing professionals finally have access to valuable information that gives them the Big Data, and give their analysis the importance it deserves. However, they still have to face the complex task of extracting useful conclusions from this data and put them into practice. They need to have the right tools, develop the necessary skills, and integrate this process within the department, in order to promote their sharing and that this information serve for global decision making.