第一方营销数据调查报告.pdf

The State of First-Party Marketing DataFeaturing The Call Tracking Benchmark ReportThe State of First-Party Marketing Data | 2 TABLE OF CONTENTS3 INTRODUCTION4 THE MARKETERS VIEW OF FIRST-PARTY DATA4 LEAVING DATA ON THE TABLE5 GOING OFFLINE6 THE CHALLENGES OF OPTIMIZING AD PERFORMANCE7 DATA SKILLS, AI AND THE EXPERIENCE GAP9 PRIORITIZING ONE-TO-ONE CONVERSATIONS10 CALL TRACKING BENCHMARK REPORT10 CALL TRACKING ON THE RISE12 THE AUTOMATION OPPORTUNITY13 CONCLUSIONSECTION 1:SECTION 2:The State of First-Party Marketing Data | 3 Data-driven marketing today demands a new mindset. GDPR, Europes sweeping privacy legislation, has reined in data collection and sharing practices, while new laws like the California Consumer Privacy Act (CCPA) signal similar change is afoot in the U.S. And, as Safari and Firefox continue cracking down on browser cookies and thus access to third-party data for ad targeting the availability and reliability of a brands first-party data matter more than ever. Conversations in particular are an emerging and untapped source of customer data for marketers, especially for those working in considered-purchase industries like finance, insurance, healthcare and telecommunications where the purchase process can be complex, expensive, and emotionally fraught. 81% of marketers that use a call tracking solution are running paid media campaigns specifically to drive more inbound calls, indicating that they understand that human-to-human conversations are a key component of their revenue model. However, spending budget to drive conversations is one thing, but gathering and making sense of conversational data, where consumers are close to or at the point of purchase, requires specialized tools and processes that many marketers dont yet have access to. With more tools now available thanks to advancements in AI-powered speech analytics marketers can gain access to new insights from conversations and a treasure trove of valuable first-party data.To help the industry better understand how marketers are using or, in too many cases, missing out on the breadth of available first-party data and analytics, Invoca surveyed 500 business-to-consumer (B2C) marketers. These practitioners oversee budgets of over $1 million across a range of companies and industries, and have at least three years of marketing experience. The marketers we surveyed understand the value that first-party data holds, and most see the opportunity to bridge the gap between online and offline data sources to create a unified strategy and better optimize ad performance. However, while marketers are increasingly data-savvy, there is still room to improve their analytics skills, make the most of AI-powered tools, and tap into conversations as a gold mine of customer data.INTRODUCTIONThe State of First-Party Marketing Data | 4 Marketers find value and are generally confident in the first-party data they gather from both online and offline channels, with branded websites and mobile apps cited as top sources of insight. Despite this value, access to first-party data sources is inconsistent and lower than it should be in todays online-offline world. Without a rich blend of first-party data, marketers are missing out on the opportunity to improve personalization and optimize their campaigns.Given the ubiquity of Google Analytics, its surprising that just over a quarter of marketers dont have a view into their website data about customer interactions. Even marketers who are focused on offline activities like in-store traffic would be wise to employ data from digital channels to improve brick-and-mortar foot traffic. And, while more than half of marketers (56%) access data about customer interactions from phone calls, only 8% say its the top source they use to inform personalization.THE MARKETERS VIEW OF FIRST-PARTY DATATAKEAWAY: Too many brands dont use the full slate of available first-party data, hurting their customer acquisition and retention abilities.The brick-and-mortar dilemmaWhile 66% of marketers say they have access to in-store data, only 38% of marketers rank it as a top three source for providing value to their jobs. In-store data can be difficult to make actionable, even if its available. SECTION 1:Im very confident or confident in the following sources of data:I have access to the following sources of data:Company websitesMobile appsIn-store interactionsPurchase historyPhone callThe following is a top 3 source of first party data to inform digital marketing:Company websiteMobile appPurchase historyIn-store interactionsEmailWeb formsPhone callsOrganic searchOnline chats90%86%84%81% 73%Purchase history Company websitesMobile appsIn-store interactionsPhone calls73%66%66%62%56%56%42%38%35%30%28%27%22%21%LEAVING DATA ON THE TABLEThe State of First-Party Marketing Data | 5 During the next year, marketers plan to invest more in offline data sources such as phone calls and in-store interactions. While its a newer form of analytics to many marketers, call data is gaining as much investment as decades-old offline data sources. Therefore, it makes sense that 26% of marketers think its a mistake that their company doesnt prioritize phone calls as a first-party data source.GOING OFFLINETAKEAWAY: Using data from offline (and online) sources should just be the start. Its imperative marketers invest in first-party data thats not only actionable in real time, but can be used to optimize future advertising efforts.Siloed call dataMany brands are challenged to get their call data out of the contact center and into the marketing tools they use every day. Without this intelligence, theyre operating and making decisions based on an incomplete view of customer interactions. Call tracking tools like Invoca can connect sales happening in a brands contact center to the digital campaigns that drove them, so marketers can optimize the website copy and search keywords that are actually impacting revenue.In the next year, I plan to invest in the following offline data sources:Phone callsEventsPrint mediaOutdoor advertisingRadio/TVDirect mailIn-store interactions 58%55%52%51%49%48%47%The State of First-Party Marketing Data | 6 Marketers encounter a number of issues when using data to optimize ad performance but data volume isnt one of them. Quality and accuracy are the biggest challenges, as marketers see the importance of operating with the most granular and accurate insights. THE CHALLENGES OF OPTIMIZING AD PERFORMANCETAKEAWAY: Marketers know that high-quality data is a priority for optimizing ad performance, but they need reliable access to such data and tools that allow them to analyze and apply it at scale. What hurdles do you encounter when using data to optimize ad performance?Experience plays a role in how marketers view these challenges. Marketing experts (11+ years of digital marketing experience), are less fazed by big amounts of data than up-and-comers (3-5 years of digital marketing experience). Chalk it up to more time in the data trenches. What hurdles do you encounter when using data to optimize ad performance?Experience and confidenceMarketers who have less experience (3-5 years in the field) are not as confident in the quality of their customer engagement data across channels as expert-level practitioners (11+ years), who show significantly greater trust in data sources such as purchase data and call data. IM VERY CONFIDENT IN THE FOLLOWING SOURCES OF DATA:Up-and-coming practitioners: Purchase historyCompany websitePhone callsEmailOnline chats Expert-level practitioners:Purchase historyCompany websitePhone callsEmailOnline chats56%61%42%50%50%41%33%22%21%23%Up-and-comersExperts34%23%40%56%Too much data to analyzeData quality/accuracy46%Data quality/accuracy42%Privacy/security concerns31%Too much data to analyze28%Data is siloed and difficult to integrateThe State of First-Party Marketing Data | 7 Marketers of all experience levels are ramping up on analytics education. Still, there is an opportunity to improve these skills: While 73% of marketers say theyre confident in their ability to apply data when personalizing campaigns, only 67% say theyre confident actually analyzing data. One in four would like to have more skills to analyze data (26%).DATA SKILLS, AI AND THE EXPERIENCE GAPEven if marketers are becoming more data-savvy, they dont have a clear vision about using the data across channels: Only 28% say they have a fully unified strategy, and again we see a gap in experience level. Investment in more training and advanced analytics tools may help close this gap.Confidence boostersMarketers who use call tracking are more confident in their data skills: 74% say they are confident in their skills to apply data when using it to personalize marketing campaigns, compared to 61% of those who dont use call tracking. Expert-level practitionersUp-and-coming practitioners40%21%My strategy for connecting online and offline data is fully unified:Respondents who said theyve taken data analysis training:50%Paid for or organized by their employer51%Via an outside course on their own42%Say they will take data analysis training in the next yearThe State of First-Party Marketing Data | 8 TAKEAWAY: AI-powered tools make it easier for marketers to uncover patterns in data as well as successfully apply and analyze them. As marketers become even savvier, expect to see them combine their analytics skills with AI to make smarter decisions, access new insights and improve their personalization and segmentation efforts.Marketers know they need to enhance their ability to look at data and draw conclusions that will impact their advertising or marketing efforts. Yet only about half are using AI-powered tools to make data-driven decisions. IM USING AI TO DO THE FOLLOWING:Improve spending decisions for marketing campaignsMine customer data across the organizationRecommend messaging for personalized marketing campaignsRecommend audience segmentation for personalized marketing campaigns50%48%46%45%The State of First-Party Marketing Data | 9 Marketers who use call tracking understand that human-to-human interactions are more meaningful to customers than digital interactions. These marketers also put greater trust in call data because the information comes directly from consumers, in their own words. And because consumers generally pick up the phone when they have a question or are ready to buy, call data tends to show stronger purchase intent. Practitioners who use call tracking are more likely than their counterparts to invest in conversations both online and offline for example, through online chats and in-store visits.PRIORITIZING ONE-TO-ONE CONVERSATIONSConversational focusThe phone-online chat combination particularly makes sense for marketers in considered-purchase categories like finance, insurance, healthcare and telecommunications. When theres plenty at stake, going from an online chat to a phone call is a natural progression of a conversation.In the next year, I plan to invest more in data from online chats and in-store interactions:Marketers who use call trackingMarketers who dont use call tracking50%30%Marketers who use call tracking also coordinate more closely across departments than others. They clearly understand how connecting the dots from one channel to the next improves customer experience and, subsequently, lifts sales.My team coordinates very closely with the following departments:Dont use call trackingUse call tracking46%56%Contact center supportContact center sales In-store salesIn-store support36%42%25%51% 51%47%TAKEAWAY: Marketers who use call tracking are investing in diverse first-party data sources and coordinating across departments in order to create a more unified customer experience and uncover new opportunities to drive revenue.The State of First-Party Marketing Data | 10 As part of the survey, we identified marketers who already have a call tracking tool and asked them questions about their use case, level of investment, and plans for the future. We found that they overwhelmingly see the value in consumers being able to connect by phone during the buying process. These marketers often use conversational data to bridge their online and offline marketing, and 93% of them see phone transactions having a big to medium impact on the companys bottom line which explains why more than three-quarters (78%) expect to increase their investment in call tracking in the next year.CALL TRACKING BENCHMARK REPORTSECTION 2:CALL TRACKING ON THE RISEHow important it is for your customers to be able to connect with you by phone during the buying process?The customers experience going through our call center is better than the online experience.How big of an impact do transactions occurring on the phone have on the companys bottom line?Very important Important Somewhat important Not very important61% 34% 4% 1%Strongly agreeSomewhat agreeNeither agree nor disagreeSomewhat disagreeStrongly disagree49% 32% 13% 5% 2%Big impact Medium impact Small impact No impact53% 40% 6% 1%Do you run paid media programs specifically to drive customer phone calls?81% 18% 1%Yes No Unsure