Audience Management is the process of sourcing, managing, analyzing, defining, and activating customer data for cross-channel campaigns. The outcome is that the right message reaches the right audience at the right moment on the right channel, thus optimizing both - operational efficiencies and campaign outcomes.
In this survey, MarTech Advisor and Merkle worked together to understand how advanced US enterprise marketers across industries think they are, when it comes to defining and managing audiences to run orchestrated campaigns across channels.
This report aims to highlight:
Where enterprise marketers locate themselves in the ‘audience management maturity’ continuum
Predominant tools used today for audience sourcing and audience management
Consistency in audience definitions across channels and functions
Integration between audience management and analytics for real-time campaign optimization
Current maturity around ‘audience journey management’ approaches
Audience Management Maturity Continuum Chart to help you locate your own current maturity levels
Additional editorial commentary based on survey interpretations