43 actionable stats to move your marketing forward

43 actionable stats to move your marketing forward

© 2015 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any

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© 2015 Experian Information Solutions, Inc. All rights reserved. 2

The Digital Marketer Report is jam-packed with insights to help you create intelligent interactions with your customers, every time. Benchmarks, trends and expert analysis from our global survey of 1,000+ marketers, data from our clients and consumer research

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3 © 2015 Experian Information Solutions, Inc. All rights reserved.

90% of marketers who have taken our Marketing Sophistication CurveSM online assessment struggle to move beyond single-channel marketing programs and optimize their marketing across channels or around the customer

Tweet it!

https://twitter.com/home?status=90%25%20who've%20taken%20%40ExperianMkt's%20Marketing%20Sophistication%20assessment%20struggle%20to%20move%20beyond%20single-channel%20programs%20http://ex.pn/Dx5J

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As few as 4% of brands perform integrated cross-channel marketing 67% report having siloed marketing activities

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https://twitter.com/home?status=4%25%20of%20brands%20perform%20integrated%20%23crosschannel%20%23marketing,%2067%25%20report%20siloed%20marketing%20activities%20http://ex.pn/Dx5J%20%40ExperianMkt

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No single customer view is the biggest barrier to cross-channel marketing

Tweet it!

http://ow.ly/i/bjTqX No#singlecustomerview named biggest barrier to

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Tweet it!

https://twitter.com/home?status=http://ow.ly/i/bjVYm%2089%25%20of%20marketers%20report%20having%20challenges%20creating%20a%20%23singlecustomerview%20http://ex.pn/Dx5J%20%40ExperianMkt

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Fully integrated marketing teams have risen from 28% to 35% this year, but siloed teams

are also up from 27% to 33% Tweet it!

https://twitter.com/home?status=Marketers%20on%20fully%20integrated%20teams%20up%20from%2028%25%20to%2035%25%20this%20year,%20siloed%20teams%20also%20up%20from%2027%25%20to%2033%25%20http://ex.pn/Dx5J%20%40ExperianMkt

© 2015 Experian Information Solutions, Inc. All rights reserved. 8

Despite 65% of all marketers working in siloed teams, only

23% of leaders named organizational structure

as a top challenge Tweet it!

https://twitter.com/home?status=While%2065%25%20of%20marketers%20work%20in%20siloed%20teams,%20only%2023%25%20of%20leaders%20named%20org%20structure%20a%20top%20challenge%20http://ex.pn/Dx5J%20%40ExperianMkt


31% of senior marketing leaders named marketing

automation as a top challenge

36% have made it a top priority for 2015

Tweet it!

https://twitter.com/home?status=31%25%20of%20marketing%20leaders%20named%20marketing%20automation%20a%20top%20challenge.%2036%25%20made%20it%20a%20top%20priority%20for%202015%20http://ex.pn/Dx5J%20%40ExperianMkt


25% of marketers said one of their top barriers to cross-channel marketing is

“no clear roadmap — unsure of what to do next”

Tweet it!

https://twitter.com/home?status=25%25%20of%20%40experianmkt%20survey%20respondents%20said%20a%20top%20barrier%20to%20cross-channel%20marketing%20is%20no%20clear%20roadmap%20http://ex.pn/Dx5J%20%40ExperianMkt

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45% of companies collect data via mobile – be it a mobile website, app or both

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https://twitter.com/home?status=Overall,%2045%25%20of%20companies%20collect%20data%20via%20%23mobile%20%E2%80%93%20be%20it%20a%20mobile%20website,%20app%20or%20both%20http://ex.pn/Dx5J%20%40ExperianMkt%20%40ExperianDQ

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97% of companies suffer from common data errors

61% of companies named human error as a top reason for data inaccuracies

Tweet it!

https://twitter.com/home?status=97%25%20of%20companies%20suffer%20from%20common%20%23data%20errors,%2061%25%20named%20human%20error%20as%20top%20reason%20http://ex.pn/Dx5J%20%40ExperianMkt%20%40ExperianDQ

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On average globally, companies believe that 23% of their annual budget is wasted

due to poor data quality Tweet it!

https://twitter.com/home?status=On%20average,%20companies%20believe%2023%25%20of%20their%20annual%20budget%20is%20wasted%20due%20to%20poor%20%23dataquality%20http://ex.pn/Dx5J%20%40ExperianMkt%20

© 2015 Experian Information Solutions, Inc. All rights reserved.

Only 35% of companies manage their data centrally

through a single director

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https://twitter.com/home?status=Only%2035%25%20of%20companies%20manage%20their%20%23data%20centrally%20through%20a%20single%20director%20%23dataquality%20http://ex.pn/Dx5J%20%40ExperianMkt%20%40ExperianDQ

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Tweet it!

https://twitter.com/home?status=Only%2024%25%20of%20companies%20say%20they%20have%20a%20%23singlecustomerview%20http://ex.pn/Dx5J%20%40ExperianMkt%20%40ExperianDQ%20http://ow.ly/i/bjXCR

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29% of marketers who enrich their data with third-party data only add one type of data

One-quarter don’t enrich with any kind of third-party data Tweet it!

https://twitter.com/home?status=29%25%20of%20marketers%20who%20enrich%20their%20%23data%20w/%203rd-party%20data%20only%20add%201%20type%20of%20data%20http://ex.pn/Dx5J%20%40ExperianMkt


39% of marketing leaders around the globe cite profiling

as a top challenge

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https://twitter.com/home?status=39%25%20of%20%23marketing%20leaders%20around%20the%20globe%20cite%20profiling%20as%20a%20top%20challenge.%20http://ex.pn/Dx5J%20%40ExperianMkt%20

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195 million U.S. adults are now digital (84%) Tweet it!

https://twitter.com/home?status=76%25%20of%20smartphone%20owners%20%26%2096%25%20of%20tablet%20owners%20have%20used%20those%20respective%20devices%20to%20make%20a%20purchase%20http://ex.pn/Dx5J%20%40ExperianMkt%20

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64% of today’s consumers use 4 or more different devices on a daily basis

Tweet it!

https://twitter.com/home?status=64%25%20of%20today%E2%80%99s%20consumers%20use%204%2B%20different%20devices%20on%20a%20daily%20basis%20http://ow.ly/i/bjYYd%20http://ex.pn/Dx5J%20%40ExperianMkt%20


82% of marketers around the world

report that they are personalizing

communications with their customers

Tweet it!

https://twitter.com/home?status=82%25%20of%20%23DigitalMarketer%20survey%20respondents%20worldwide%20personalize%20communications%20with%20customers%20http://ex.pn/Dx5J%20%40ExperianMkt%20

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Smartphone usage for Millennials is nearly on-par with TV

Gen X isn’t far behind

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https://twitter.com/home?status=Smartphone%20usage%20for%20%23Millennials%20is%20nearly%20on-par%20with%20TV%20-%20Gen%20X%20not%20far%20behind%20http://ex.pn/Dx5J%20%40ExperianMkt%20http://ow.ly/i/bk1BL%20

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The smartphone is the #1 device for consuming streaming or downloaded video content

Tweet it!

https://twitter.com/home?status=34%25%20of%20%23smartphone%20owners%20watch%20video%20on%20their%20phones%20during%20a%20typical%20week%20%20http://ex.pn/Dx5J%20%40ExperianMkt%20http://ow.ly/i/bmwdY


7.3% of U.S. households (8.6 million homes)

are considered “cord-cutters,” up 71% from 2010

Tweet it!

https://twitter.com/home?status=7.3%25%20of%20U.S.%20households%20today%20are%20considered%20%23cordcutters,%20up%2071%25%20from%202010%20http://ex.pn/Dx5J%20%40ExperianMkt

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43% of Millennials prefer to use the internet on a mobile device

They average 14.5 hours a week on their devices

Tweet it!

https://twitter.com/home?status=43%25%20of%20%23Millennials%20prefer%20to%20use%20the%20internet%20on%20a%20mobile,%20they%20average%2014.5%20hrs/week%20on%20their%20devices%20http://ex.pn/Dx5J%20%40ExperianMkt


69% of online adults say they use their phone or computer at least somewhat often while watching TV

Tweet it!

https://twitter.com/home?status=69%25%20of%20online%20adults%20use%20their%20phone%20or%20computer%20while%20watching%20TV%20-%2067%25%20did%20so%20in%20the%20last%2024%20hrs%20http://ex.pn/Dx5J%20%40ExperianMkt


In the U.S. almost 30% of web page

visits across all industries are made via a mobile device

Tweet it!

https://twitter.com/home?status=In%20the%20U.S.%20almost%2030%25%20of%20web%20page%20visits%20across%20all%20industries%20are%20made%20via%20a%20%23mobile%20device%20http://ex.pn/Dx5J%20%40ExperianMkt


71% of brands have mobile sites, up 10% YoY

Brands are 31% more likely

to have a mobile site than a mobile app

Tweet it!

https://twitter.com/home?status=71%25%20of%20brands%20have%20%23mobile%20sites.%20Brands%20are%2031%25%20more%20likely%20to%20have%20a%20mobile%20site%20than%20mobile%20app%20http://ex.pn/Dx5J%20%40ExperianMkt


Mobile ads have twice the click-through rate of desktop ads, but their average interaction time spent

is about one-tenth of desktop Tweet it!

https://twitter.com/home?status=%23Mobile%20ads%20have%202X%20the%20click-through%20rate%20but%20average%20interaction%20time%20about%201/10%20of%20desktop%20ads%20http://ex.pn/Dx5J%20%40ExperianMkt


Welcome emails triggered in real time versus a batched method

receive 10X the transaction rates and revenue per email

Tweet it!

https://twitter.com/home?status=Welcome%20emails%20triggered%20in%20real%20time%20v%20batched%20receive%2010X%20the%20transaction%20rates%20%26%20revenue%20per%20%23email%20http://ex.pn/Dx5J%20%40ExperianMkt

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Thank-you emails have delivered as high as 8X revenue per email compared to regular

promotional emails Tweet it!

https://twitter.com/home?status=Thank-you%20emails%20have%20delivered%20as%20high%20as%208X%20revenue%20per%20%23email%20compared%20to%20regular%20promotional%20emails%20http://ex.pn/Dx5J%20%40ExperianMkt


22% of marketers in our global study use closed-loop single-campaign measurement —

17% don’t track attribution at all

Tweet it!

https://twitter.com/home?status=22%25%20of%20marketers%20use%20closed-loop%20single-campaign%20%23measurement%20%26%2017%25%20don%E2%80%99t%20track%20%23attribution%20at%20all%20http://ex.pn/Dx5J%20%40ExperianMkt


Want more? Get expert insights on how to get your

marketing strategy to the next level

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Download The 2015 Digital Marketer Report

ex.pn/2015digitalmarketer

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About Experian Marketing Services Experian Marketing Services is a leader in data-driven marketing and is the only company in the world to offer a comprehensive Marketing Suite that unites customer insights, analytics, data quality and cross-channel marketing technology into a single platform. Backed by the industry’s highest-rated client services team, we own and maintain the world’s largest consumer database and provide marketing services and cloud-based technology to more than 10,000 brands in more than 30 countries. With significant presence in the world’s largest economies and a portfolio including many of today’s most well-known and respected global brands, we provide enterprises with unique competitive advantages through marketing services and technology. Our extended legacy in data security, management and consumer privacy has earned the trust of organizations and consumers from around the world for more than three decades.

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43 actionable stats to move your marketing forward

Business

place image tweet

challenge tweet

customer tweet

crosschannel marketing

kind of thirdparty data

poor data quality tweet

single director tweet

marketing automation