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UPDATE -- New Independent Research Shows Marketers Fall "Drastically Short" in Solving the Cross-Channel Puzzle

NEW YORK, Sept. 30, 2015 (GLOBE NEWSWIRE) -- A new study released today by Forrester Consulting, (commissioned by IgnitionOne) entitled "Orchestrating The Cross-Channel Experience: How Changes To Data And Measurement Foster Cross-Channel Success" details current state of marketing data and channel integration among marketers across the US, UK, France and Germany.

Findings include:

  • Only 27% of marketers have unified their measurement capabilities to understand the holistic experience across channels and devices…
  • The majority of firms remain channel-driven and siloed – 67% of firms report that employees do not understand how their tasks tie into larger cross-channel goals…
  • Less than 30% are using cookies to track customers across touch points…
  • Firms that do capture customer data from all relevant interaction points utilize more marketing tools than those who do not…
  • Firms with high revenue growth are also more likely to execute cross-channel initiatives, collect cross-channel data, and use holistic measurement KPIs…
  • High-growth firms optimize the customer experience across marketing channels.

"From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection play in maximizing the customer experience as well as the effectiveness of each marketing interaction," said Will Margiloff, CEO of IgnitionOne. "Forrester's research confirms this, also providing a roadmap for marketers to succeed."

To complete the study, Forrester Consulting in April 2015 conducted 190 online surveys and six in-depth interviews with cross-channel B2C marketers in the United States, United Kingdom, France and Germany. The participants were professionals in organizations with $500 million or more annual revenue for FY2014, and were managers or higher with responsibility and purchasing authority for digital channels.

To access the report, visit: www.ignitionone.com/crosschannelreport.

About IgnitionOne

IgnitionOne is a global marketing cloud leader. The company's Digital Marketing Suite (DMS), with a powerful customer data management platform (DMP) at its core, simplifies life for marketers by providing an integrated suite of solutions that significantly improve digital marketing performance across all devices. The DMS encompasses algorithmic media management across channels such as search, programmatic display, mobile, email and social; advanced data management; user scoring, lead optimization and website personalization. With a global footprint of over 450 employees in 17 offices across 10 countries, IgnitionOne is one of the largest independent marketing technology companies in the world.

IgnitionOne currently scores over 300 million users monthly in 75 countries and powers more than $30 billion in revenue each year for leading brands, including General Motors, CenturyLink, Bridgestone, La Quinta and Fiat, as well as advertising agencies such as 360i, GroupM and iProspect.

For more information, please visit http://www.ignitionone.com, follow the company on Twitter @ignitionone or visit the blog at http://www.digitalmarketingsuite.com.

CONTACT: Patti Renner IgnitionOne Desk: 330-922-0855 ext 160 Mobile: 330-322-2136 patti.renner@ignitionone.com

Source: IgnitionOne