From the customer's perspective it felt like dealing with multiple companies wearing the same logo. Marketing sends a "We miss you!" email the day after a frustrating support call. Sales doesn't know the customer has already watched a demo. In-store purchase history is invisible to the ecommerce team. No continuity. No memory. No relationship.
"We've heard so much from our customers recently that they have so much data, but less than a third of them feel like they are confidently using that data in their browsing behavior. Are they using the right strategy? And they're really overwhelmed by the fragmentation of where all that data sits," Diana Williams, VP of product at Intuit Mailchimp, told MarTech.
Omnichannel planning and activation benefit from fragmentation by maximizing advertising budget through reaching audiences across diverse screens, platforms, and media channels.
