3 Signs Your Marketing Program is Failing

Written on
Mar 4, 2014 
Darren Guarnaccia  |

ADOTAS – These days, most marketers realize their careers depend on their ability to be as analytical as they are creative. The problem is that they’re inundated with options for so-called data analysis: content management systems, e-commerce, Big Data analytics tools, etc. etc. etc. The reality is that marketers still struggle to turn data-driven insights into actionable items with measurable results. According to a recent survey conducted by KPMG, only 12 percent of retailers feel that there is high data analytics literacy within their organization.

One of the underlying reasons is that they’re using a patchwork of standalone, siloed marketing tools. Frankly, disparate data collection is a waste of your investment, unless you have a unified digital solution that collects data across systems to help you make more informed decisions across campaigns and initiatives.

What’s worse is that it’s obvious to your customer when your data and your creativity aren’t getting along. Here are three tell-tale signs:

1. A disjointed user experience: Users expect the same the same sort of experience across all customer-facing channels, from a simple mobile app to your support center. Recently, Sears took the spotlight as an example of a failed attempt to integrate iPads into its customer service approach. The company disregarded the need to train end-users on the new technology, ultimately creating a disastrous and cumbersome customer experience.

2. A disconnected perspective of customers: Siloed channels don’t provide the necessary 360 degree view of customers, thereby leaving them with an overwhelming amount of irrelevant data. A successful program will connect customer data, and most options available today, however robust, are not yet truly connected.

3. Risk of falling behind: Vendors that can’t fulfill this connected vision will be left behind as customer expectations for personalized experiences go unmet. For example, Facebook’s F-commerce which quickly shut down in 2012 after retailers were met with little success, citing that, “It was basically just another place to shop for all the stuff already available on the retailer websites.”

As data-driven retailers such as Amazon and Walmart have demonstrated, a cohesive marketing program will produce one unified, personalized experience for the customer that not only meets their rising expectations of digital experiences but solidifies your customer’s long-term relationship with the company.

Fortunately, today’s marketers don’t need teams of data scientists, as Amazon has, to figure this out. We recently worked with Monarch Airlines, a leading UK leisure airline with more than five million visitors a month, to improve every online customer engagement. Using the Sitecore Experience platform, Monarch integrated online flight information, e-commerce, CMS, SEO and mobile site development to improve marketing integration. Monarch can now leverage usage data such as geo-location statistics, user behavior and analytics for each customer to deliver relevant content in real-time. A single view of each customer based on these indicators is created and constantly updated, allowing Monarch to maintain relevancy for the user for the duration of their visit and beyond.

Marketers, as you browse the aisles for tools to help you connect creative ideas with analytics, consider what successful marketing campaigns look like. With a single marketing and analytics platform that seamlessly connects data, marketers finally will be able evolve in a way that lets them get back to their strategic roots.

A visionary technologist in the enterprise software arena, Darren Guarnaccia has deep expertise in customer experience management: the science and art of helping marketers to interact with customers in ways that move hearts, minds and purchase decisions. As Chief Strategy Officer at Sitecore, he has played a significant role in making Sitecore a “Magic Quadrant” player in the burgeoning $6 billion customer experience management market.

Darren recognizes that content is the currency of the modern marketer. He has a strong marketing and sales background, and a proven track record in developing and positioning new products. Darren leads Sitecore’s global strategy and corporate development functions, shaping the company’s products to meet ever-evolving requirements. His responsibilities include strategic planning and management, technical briefings with analysts, press, and major clients, mergers and acquisitions as well as strategic alliances.

Prior to joining Sitecore, Darren was VP of product marketing at RedDot - The Open Text Web Solutions Group, where he was instrumental in leading the company from a small start-up to a global web content management system (CMS) provider. He also has strong agency-side experience; Darren was chief technology officer at Whitehorse Studios, an interactive firm serving numerous Fortune 100 clients, and before that a director of eBusiness operations at Emerald Solutions, an eCommerce solutions firm. At Emerald Solutions, he managed a team of over 70 consultants generating in excess of $20 million in revenue.

Darren began his career as director of technology at Copper Mountain Trust/Crabbe Huson, a midsized financial company.

Darren received a Bachelor of Science degree in Computer Science from Oregon State University. On the weekends, he can be found running through the rolling hills of Oregon wine country or watching movies in his mancave.

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