Just over 75% of marketers are reporting on how their campaigns are directly influencing revenue. And reporting on campaign contribution to revenue should just be the starting point.

As data and analytics become the foundations of marketing, having the right analytical self-service tools and asking them the right questions is crucial to achieving peak marketing performance. Simply collecting, tracking, and analyzing marketing data is not enough. Marketers need to apply marketing data and analytics to get actionable insights and differentiate how customers are engaging across channels.

Prominent challenges include:

• Maintaining a single view of customers
• Mapping customer journey across touchpoints
• Tracking data from multiple marketing channels
• Personalizing experiences across all touchpoints
• Increasing data silos arising from the use of multiple channels