The Marketing Accountability Void: An Overdue Reality Check for Data-Driven Marketers

The quest to achieve the perfect 1-to1 customer relationship is costing businesses billions of dollars in precision engineered technology. But is this investment paying dividends? Where are the results? Despite the sophistication of the tools, there are still many gaps to bridge. It begs the question: Is it even possible to attain a closed-loop, in-the-moment customer experience?
“Fragmentation” means as tools grow more sophisticated, performance is less accountable. In a deeply honest and insightful eBook Acxiom explores how we got to this point, what it takes to connect the dots (and what happens when you do), and reveals what the future of truly accountable marketing looks like.
“The Marketing Accountability Void” not only identifies the key challenges marketers must overcome, but it also offers solutions to deprogram bad measurement habits and to start calculating the often-hidden costs of decentralized personalization. Among many other points, the eBook covers:
  • The myth and reality of truly omnichannel marketing
  • The keys to accountable marketing
  • Why is fragmentation such a big deal?

Sponsored by Acxiom
Acxiom is a customer intelligence company that provides data-driven solutions to enable the world’s best marketers to better understand their customers to create better experiences and business growth. A leader in customer data management, identity, and the ethical use of data for more than 50 years, Acxiom now helps thousands of clients and partners around the globe work together to create millions of better customer experiences, every day. Acxiom is a registered trademark of Acxiom LLC and is part of The Interpublic Group of Companies (IPG). For more information, visit Acxiom.com.