When navigating through the sea of digital channels, marketers may go off course. But if they have the right tools and technologies, their digital experiences will be nothing short of smooth sailing.
That’s why business leaders are putting analytics at the helm of their digital experiences. According to the 2013 edition of “The State of Digital Customer Experience Technology” by Forrester Research, 56% of surveyed professionals are making analytics strategies and tools top priorities for the next 24 months, with Web content management (34%) and customer relationship management (30%) also ranking high on the list. Eighty percent of professionals are prioritizing traditional Web channels like the desktop when it comes to their digital customer experience initiatives; 59% and 56% say mobile Web for tablet and excluding tablet are also priorities, respectively.
But like a ship adrift without its captain, only 24% of professionals are confident that they have the right IT staff. Likewise, 37% of analytics decision makers say that finding adequate analytics talent is a major hurdle, according to Forrester’s March 2013 “Global Digital Experience Delivery Online Survey.”
And if marketers want to take their digital experiences full-steam ahead, they’ll need the right budget. According to “The State of Digital Customer Experience Technology,” 74% of respondents expect digital experience application spending to increase. However, 41% of surveyed professionals say their digital experience budgets have not risen “in tandem” with the demand to put projects into place. In addition, 51% of professionals say their IT departments own the budgets for digital customer experience applications, while 32% say their corporate marketing groups take on this responsibility.
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