Predictive analytics—one of the most important parts of marketing automation, which drives better targeting and personalization—was among the least-used methods, while keeping data “clean” ranked lowest.
Issues with data tracking prevent marketers from leveraging customer data across channels. In a November 2014 study by Adobe for the Direct Marketing Association (DMA), less than half (46%) of digital marketers in North America said they utilized information from other channels when running email campaigns.
The good news is that marketers polled by The Relevancy Group planned to focus more on segmentation and targeting, ranking it the top email marketing priority for 2015. In line with this, greater use of analytics in order to optimize communications as well as centralizing customer data and making it actionable also landed among the top five priorities. However, responses for all three were still relatively low, at 35%, 30% and 29%, respectively, suggesting the need for improvement won’t die down all that soon.