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Professionals siloed off in marketing may wonder how their automation compares with other parts of the company.
They’re hardly on top, judging by 2023 State of Automation: Eliminate Application Integration Challenges to Elevate Customer Experiences, a study by Jitterbit.
Companies are placing emphasis on:
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In general, marketing is one of the departments and functions being prioritized for additional automation:
The customer experience ranks high because 60% of firms don’t find it easy to deliver optimal customer experiences.
As to why, the respondents cite:
Meanwhile, brands seek to automate these use cases to deliver optimal customer experiences:
The primary drivers of integration within the marketing department are:
Who’s in charge? Responsibility for data sharing falls on:
In general, companies are seeking these benefits from integrating customer experience applications:
Jitterbit surveyed 167 IT, marketing and HR directors and higher in firms with 100+ employees from February 2 to 10, 2023. The survey was part of a larger research project.
Ray Schultz is the former editor of DM News, Chief Marketer, Direct, Circulation Management and other marketing titles.
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