Digiday：2023年直接面向消费者的品牌报告

OFDTC

DIGDAY

THESTATE

Framingthefutureofdirect-to-consumer

marketingstrategies,measurement,data,

partnershipsandopportunities

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ThestateofDTC01

Direct-to-consumerestablishedafirmfootholdintheearly2020s,andas

themarketevolves,itremainsattheforefrontofhowbrandandagencyteamsgotomarkettowinashareofwalletandearnloyalcustomers.

In2023,expertsareframingthefutureofDTCasoneinwhichretainingthoseloyalcustomerswillbecriticalforlargerorganizations,whilesmallerandmid-sizeDTCbrandswilldiveevendeeperintoacquiringnewandloyalshopperstodriverevenue.

InthisnewStateoftheIndustryreport,DigidayandKlaviyopolled154brandsandagenciestoexplorehowmarketersintheDTCspacehaveshapedtheir

marketingstrategiesin2023andwhat’stocomein2024.Welearnedthat

they’regenerallyleaningoninfluencersanddigitalchannels,withanemphasisonvideostrategies.

Atthesametime,they’restriving

tomaketheirdataworkharderforthembyimprovingdataqualityandaccessibility.

Fromaccesstofirst-,second-,

third-,andzero-partyoptionsto

data’sactionabilityandaccuracy,

fragmentationacrossplatformsandtech-stackintegrationbarriersare

puttingDTCmarketersinchallengingspotsacrosstheircampaigns.

OursurveyalsotoldusthatDTC

marketingteamscouldusesome

outsidehelpinallthesesteps,

goalsandactivations.Mostof

ourrespondentsarerunningtheir

campaignswithmultipleinternal

teamsandlittleinthewayofexternal

expertise(withcostbeingthebarrier).

However,astheyplanfora2024rich

inopportunitiesaroundtheexpanding

digitaladvertisingecosystem,AI-driven

testingandbettershipping/fulfillment

systems,thisreportalsounpacks

whatstrongpartnershipswilllooklike

andwhatDTCmarketerscanaskof

agenciesandotherexternalteamsto

ensureasuccessful—andprofitable—

yearofcampaignstocome.

What’sinthisreport?

TheDTCstrategiesthataredrivingrevenueformarketingteams

HowDTCismeasuringsuccessin2023(and2024)

ThestateofdataforDTC

marketers

WhattheDTCmarketingtechstacklookslike—andhowit’schanging

WhatDTCmarketersneednext,andhowthey’repreppingfor2024

ThesizeandshapeofstrongexternalpartnershipsforDTCmarketingteams

TaylorClark,manager,partnerenablement,Klaviyo

WayneCoburn,AIdirectorofproduct,Klaviyo

JoshMendelsohn,directorofproductmarketing,Klaviyo

AnthonyDelPizzo,productmarketinglead,Klaviyo

DanielKnapp,chiefeconomist,IABEurope*

EmmanuelThomassin,CFO,DeliveryHero^

JonPalmer,leadproductmarketingmanager,Klaviyo

ClaireRussell,headofmedia,Fitzco*

JessicaSchanzer,productmarketinglead,Klaviyo

ElceeVargas,leadproductmarketingmanager,Klaviyo

*viaDigidayreporting^viaMcKinseyreporting

Who’sinthisreport?

ThestateofDTC02

DigitalchannelsarethekingsofDTCmarketing,andinluencersrule

channel-basedresults

Oursurveyshowsthat2023wasprimarilyadigitalmarketingyearforbrandsandagencies.

Amongourrespondents,61%allocate41%ormoreoftheirmarketingbudgetstodigitalchannelssuchassocialmedia,SEM,displayandinfluencerpartnerships.Meanwhile,in-storeandOOHactivationsaccountedforsmallerpercentages—96%saidthesechannelscomprise40%orlessoftheir2023budgetallocation.

Q.Whatpercentageofyourmarketingbudgetisdedicatedtodigital

channelssuchassocialmedia,searchenginemarketing,displayadsand

influencerpartnerships?Howmuchisdedicatedtoin-storeandout-of-hometypemarketingchannels?

DigitalChannelsIn-store/OOHChannels

81%–100%1%5%

61%–80%

10%

1%

41%–60%

46%

2%

21%–40%

34%

85%

1%–20%

5%10%

0%

0%

1%

Howourrespondentsprojectrevenuefromdigitalchannelsversuschannelssuchasin-storepurchasespaintsasimilarpicturetotheirbudgetingresponses.Most(62%)expect41%ormoreoftheirannualrevenuefromonlinepurchasesand

subscriptions.In-storesalesareexpectedtoaccountfor40%orlessofannualrevenueby94%ofourrespondents.

ThestateofDTC03

Q.Overall,whatpercentageofyourrevenuedoyouestimatewillcomefrompurchases/subscriptionsondigitalchannelssuchase-commerce/owned-and-operatedsites,shoppablemediaandthelike?Howmuchdoyou

estimatewillcomefromin-storepurchases,includingpop-upshops?

DigitalChannelsIn-storePurchases

81%–100%

61%–80%

41%–60%

1%6%

8%

2%

3%

48%

21%–40%

36%

87%

1%–20%

1%6%

0%

1%

1%

“In-storeshoppingisstartingtocomeback,”saidElceeVargas,leadproduct

marketingmanageratKlaviyo.“ArecentstudywithQualtricsrevealedthatGenZandmillennialsplantoshopmorein-storethisyearcomparedtopreviousyears,”“Thismeansthatclick-and-mortarbrandswillneedtostreamlineexperiences

bothin-storeandonlineandtomakesurethatthey’reabletokeeparecord

acrossalltouchpoints.Brandswillalsocontinuetoinvestinmicro-influencer

marketinganduser-generatedcontentwiththepopularityofsnackablevideos.”

Nowandinthenearfuture,influencersonsocialmediaareatthetopofthe

listregardinghowourbrandandagencyrespondentswinresultsfromtheir

marketingcampaigns—whetherthatmeansbuildingawareness,driving

conversionsormarketingoutcomesinbetween.Influencerswerethetoppickbyawidemarginwhenevaluating2023’sresults(71%),andtheirpositiononthelistclimbs3pointsinourrespondents’expectationsfor2024(74%).

ThestateofDTC04

Q.In2023,whatarethetopthreedigitalchannelsdrivingyourDTC

marketingoutcomes?Whichdoyouexpectwillbethetopthreein2024?

Selectthree.

20232024

SocialMediaInfluencers:

71%74%

StreamingTV:

59%

58%

RetailMedia:

40%

34%

SMS:

29%

30%

Owned-and-Operated

29%

SocialMedia:

29%

Audio(Podcasts,Radio):

169%

Owned-and-Operated

18%

Websites:

10%

Email:

12%16%

OrganicSearch:

10%

10%

PaidSearch:

8%

LinearTV:

8%

24%

OOH:

0%

0%

ThestateofDTC05

“Buildingarobustcross-channelstrategyandmeetingcustomerswherethey

areisakeycomponentofdrivingDTCoutcomes,”Vargassaid.“KeeprunningtheprogramsthatdeliverstableROIonchannelslikeemail,ownedwebsite,organicandpaidsearchwhiletestingnewchannelsthatyoumaynothaveconsideredbefore,likeSMS,influencersorstreamingTV.”

Nextyearwillbeastrongoneforinfluencerimpact,accordingtoarecent

Digidayreport,withmicro-andnon-influencersleadinga$21.1billionmarket,eachworkingfromnichepositionsandrepresentingdiverseandinclusive

personaeacrosscampaigns.

Meanwhile,streamingTVcameinsecondonthemostimpactfullistin2023and2024,accountingfor59%oftheanswersregardingthisyear’soutcomesand58%intheyeartocome.

OneagencyleadertoldDigidayregardingitsplantoinvest20%oftheyear’s

adbudgetsintotelevisionchannels.“Videoisimportant,especiallyforastartup,becauseyouneedaplacetotellyourstory,”saidClaireRussell,headofmediaatFitzcoadagency.“There’sonlysomuchemotionyoucancommunicatethroughasearchadorsocialcarousel.”

AsRussellhinted,videomarketingisn’tlimitedtotelevisionchannels.Brandsareincreasinglyusingvideoinsocialmediafeeds,goingbeyondstaticimages.

ThestateofDTC06

Mobile,videoand

innuencerstrategiestopthelistofDTCrevenuedrivers

Channel-by-channelsuccessisshapingourrespondents’evaluationofstrategyaswell.In2023,theirmosteffectivestrategiesfocusedonmobileoptimization

(59%),videocontent(53%)andinfluencercontent(43%).Thosethreealsotopthelistforwhattheyexpecttodrivethemostrevenuein2024(48%,58%and54%,

respectively).

Q.In2023,whatarethetopthreedigitalstrategiesdrivingpositiveDTC

marketingoutcomes?Whichdoyouexpectwillbethetopthreein2024?

Selectthree.

20232024

Mobile

59%

optimization:

48%

Videocontent:

53%58%

Influencercontent:

43%

54%

Nativeadvertising

(externalplatforms/channels):

30%34%

Marketresearch

33%

(consumerbehaviors):

28%

Analytics/testing

(message/mixoptimization):

2%

Analytics/reporting

(strategyoptimization):

28%34%

Audience-based

campaigns/segmentation:

113%

High-qualitycontent

(owned+operated):

9%

Programmatic

1%

campaigns:

3%

Otherareasseeingmoreinvestmentin2024versus2023includeanalyticsand

reporting,audience-basedcampaignsandsegmentation,high-qualitycontent,andprogrammaticcampaigns.

Contentremainsking,withbrandsandagenciesinvestingevenmoreinvideoandinfluencercontentand—toalesserextent—inhigh-qualitycontentin

whatisperhapsadeparturefromuser-generatedcontent.Asteamslookto

investmoreinanalyticsandreportingalongsidesegmentation,itindicatesthatmarketerswanttomeasuretheimpactoftheircontentmoreeffectivelyand

makesurethecontentreachestherightaudiencesattherighttime.

ThestateofDTC07

Engagement,CLVandconversionsarethetops“ccessmetricsforDTCteams

RegardingthemostimportantKPIstoourrespondents,it’saverymuchsocial-mediaandsales-orientedlandscape.

Socialengagementtopsthelistat73%for2023campaigns,andconversionrates

tiewithcustomerlifetimevalueat71%.However,long-termcustomermetricsleadthewaynextyear,withCLVtoppingthelistat73%andconversions(68%)and

socialmedia(60%)metricsshiftingtosecondandthirdplaceamongessential

performanceindicators.Asteamsworktotietheireffortsbacktorevenue

improvementsandotherbusinessoutcomes,theyaregettingsavvierabout

metricsthatimpactperformance.

Q.WhatarethetopKPIsforyourdigitalDTCmarketingoutcomesin2023?WhatwillyourtopKPIsbein2024?Selectallthatapply.

20232024

Socialmediaengagement:73%

60%

Customerlifetimevalue:71%

73%

Conversionrate:71%

68%

Websitetraffic:49%

51%

Averageordervalue:37%41%

Onlinereviewsandmentions:40%

38%

Customeracquisitioncost:14%

34%

Thechart-toppingCLVmetricfor2024alsospeakstotheessentialroleofcustomerretentioninDTCmarketingstrategies.

“Customerlifetimevalueisoneofourcoremetrics,”EmmanuelThomassin,CFOatfooddeliverycompanyDeliveryHero,toldMcKinseyinarecentlookatCLV.“It’s

atopicwe’redrivingintensivelyatalllevelsoftheorganization,andwehavesetcleargoalsfromwhichwecanonlydeviateinexceptionalcases.WeuseCLVtosupportourstrategicandoperationaldecisions,suchaswhethertoenteranewmarketorwhethertocontinueorendamarketingcampaign.”

ThestateofDTC08

73%

...ofbrandsandagenciesinDigiday’sandKlaviyo’ssurveycite

customerlifetimevalueasatopKPIfortheirdigitalDTCmarketingoutcomesin2024.

ChallengePoint:

DTCteamsneedbuy-inandbudgetfortestingtodriveaccuratemetricsandproveROI

Unsurprisingly,identifyingimpactandROIarethebiggestchallengesourDTCmarketersfaceacrosstheircampaigns.

Teamsarestrugglingtosecurebuy-inforthetesting(andbudgets)

theyneedtodeveloppathwaystoconversions(68%),andthenthey’regrapplingwiththeaccuracyofthemeasurementstheydotake

(59%),thelackofwhichlikelycontributestostrugglesaroundprovingcampaignROI(57%).

Q.Overall,whatchallengesaremostcommontoyourdigitalDTCmarketingefforts?Selectallthatapply.

Lackofbudget/buy-infor

68%

testing:

Achievingaccurate

59%

measurementacrosschannels:

Provingimpact/ROI:

57%

Selectingeffectivechannels

53%

toreachcustomers:

Activating/storing/

47%

connectingdata:

Inconsistent/slowmarket

43%

research/intelligence:

Privacyanddata

40%

compliance:

Lackofbudget/buy-infor

39%

emergingtech:

DIGDAYI

ThestateofDTC

09

“Formarketersacrossbrandsofallsizes,gettingaccesstoanalyticsquicklyfor

month-endreportingistypicallyanonerousprocessthatrequiresmanualdatapullsacrossdifferentsources,”saidJonPalmer,leadproductmarketingmanageratKlaviyo.“Platformconsolidationsimplifiesthisprocessandlimitsduplicate

attributionacrossmarketingchannels.”

59%

...ofbrandsandagenciesinDigiday’sandKlaviyo’ssurveyare

strugglingtoachieveaccuratemeasurementacrosschannels,thelackofwhichlikelycontributestotheirchallengesinprovingcampaignROI.

ThestateofDTC10

DTCmarketersarestillworkingtounlockthe

fullpotentialofirst-andzero-partydata

AlltheKPIsonourrespondents’listrelyondata,andin2023,theytoldusit’sthird-partydatathatplaysanoutsizedroleintheirmarketingoutcomes—third-partytoppedtheirresponsesat83%,withfirst-partydataat16%andzero-partydatafillingagapat1%.

Still,anticipatingGoogle’sthird-partycookiestosunsetinlate2024,DTC

marketers’approachestodataarepoisedtochange,withsecond-partydataleapingto67%in2024—andsotoppingthelist—whilethird-partydropsto22%andfirst-partyandzero-partydataaccountfortherestoftheresponses.

Q.WhichtypesofdataplaythemostsignificantroleingeneratingpositiveoutcomesforyourdigitalDTCmarketingin2023?Whichtypeswillplaythemostsignificantrolein2024?

20232024

First-party:15%

10%

Second-party:0%

67%

Third-party:84%

22%

Zero-party:1%

1%

Zero-partydata:

Informationauserorcustomer

intentionallyshareswithanadvertiser,suchasthroughaformorquiz.

Glossary:Datatypes

Second-partydata:

Informationthatauserhasn’tshareddirectlywithanadvertiserbutcan

legallyaccessviaadirectrelationshipwithanotherbusinessorthrougha

privatemarketplacerunbyamediaowner.

First-partydata:

Informationcollectedfromacustomer,subscriberorsitevisitorwhenthey

interactwithabrand’ssiteormarketingormakeapurchase.

Third-partydata:

Informationcollectedbyanentitythat

doesn’thaveadirectrelationshipwith

usersorcustomers,oftenthroughthird-

partycookiesandotheridentiiers,to

trackusers.

ThestateofDTC:11

It’spossibletothinkofthescenarioasoneinwhichmarketingteamsconsidertheirsthalforthree-quartersof2024asacookie-centricsituationasteamscontinuewidespreaduseofaggregatedthird-andsecond-partydata.

Meanwhile,thelonger-termpictureofdatatypesformarketerswilllikelyremainunresolveduntilclosertoGoogle’sinalmovesonthematter.Thistakeisbolsteredbyhowmarketingexpertshavetalkedaboutirst-partydatarecently.

“Thereisagapbetweenthetheoreticalvalueofirst-partydataanditspracticalavailability,”saidDanielknapp,chiefeconomistatIABEurope,inaDigiday

article.“Ifdataisavailableinprinciple,itishardlyavailableinreadilyreinedandusableform.Theinancialcostofgettingarobustdatacorpus,thecomplexityofvendorsandtools,andnotleasttherequiredperseveranceandgrittoovercomeculturalobstacleswithintheorganizationmaysometimesdampenmarketer

enthusiasm.”

ourbrandsandagenciesallindicatethey’regettingsomeofwhattheyneed,butthey’renotswimminginthedatathey’repursuing.Acrosseverydatakind, theytoldustheyhaveatleastsomewhatsuicientaccessorbetter一91%for irst-party,95%forsecond-partyand91%forthirdparty.Eventheslightlyless-discussedcategoryofzero-partydataissuicientlyaccessible一60%putitat“somewhat”orbetteronthelist.However,noneofthedatatypesscoredhighly regarding“verysuicientaccess.”

ThestateofDTC:12

Q.TowhatdegreedoesyourDTCmarketingteamhaveaccesstothedataitneedstogeneratepositiveoutcomes?

1PD2PD3PD4PD

verysuicientaccess:

6%8%

10%

2%

somewhatsuicient

access:

847%

80%59%

somewhatinsuicient

8%

access:

5%

8%

33%

veryinsuicientaccess:

0%

1%

1%

Noaccess:

0%

0%

0%

Notused:

5%

“Mostbrandsbelievethattheyhavesomeaccesstodatatheyneedbutstruggletofullyputitintoactionintheirmarketing,”vargassaid.“Byconsolidatingall

typesofdataintothesameplatform,itbecomesmorevaluabletomarketersbyshowingacompleteviewofthecustomer.Ifyoucantakeactionuponthedatainthesameplatform一that’sthebestcasescenario.”

Thisechoesoursurveyindingsregardingactionability.only5%ofrespondents

saidtheirdata（ofanykind）is“veryactionable,”while94%saiditwas“somewhatactionable.”

ThestateofDTC:13

Q.Overall,towhatdegreeisthedatayourDTCmarketingteamuses

actionable?

veryactionable:

5%

somewhatactionable:

94%

somewhatunactionable:

1%

veryunactionable:

0%

Notatallactionable:

0%

similarly,just8%saidtheirdataisveryaccurate,while84%saiditissomewhataccurate.

“withoutaccuratedata,DTCmarketersarelimitedintheirabilitytocreatethe

trulypersonalizedmessagingthattheircustomersexpect,”saidJoshMendelsohn,directorofproductmarketingatklaviyo.“whenyouusemultipleplatformsthat

claimtoreportonthesamemetrics,it’shardtoknowwhichdatatotrustandactionupon.”

Q.Overall,towhatdegreeisthedatayourDTCmarketingteamuses

accurate?

veryaccurate:

8%

somewhataccurate:

84%

somewhatinaccurate:

8%

veryinaccurate:

0%

Notatallaccurate:

0%

ChallengePoint:

Datafragmentationand

thehighcostoftechnology

Ourrespondentsaretacklingdataqualityandaccuracy(62%)atthe

topoftheirlistsofthechallengesDTCmarketinghasfacedin2023,

andthey’reexplicitlytaggingfragmentationacrossplatformsasa

leadingpainpoint(61%).

ThestateofDTC:14

Q.Whatcausesofdata-relatedchallengeshasyourDTCmarketingteamencounteredinthepastyear?Selectallthatapply.

Dataqualityandaccuracy:

62%

Datafragmentationacross

61%

platforms:

Highcostoftechnology/

56%

techstack:

Dataprivacyand

53%

compliance:

Real-timepersonalization:

48%

customerjourneycomplexity:

42%

Attributionmodelstoidentifybestchannelsforconversions:

41%

Subscriptionandbilling

41%

datamanagement:

Integratinginventoryand

40%

supply-chaindata:

Integratingmobileand

31%

appdata:

Siloeddataacrossteams/

10%

departments:

Thirdontheirchallengelististhehighcostofthetechstackstheyneedtobuildtoruntheiradvertisingcampaigns（56%saidso）andtheperennialliftarounddataprivacyandcompliance（53%）.

“withtechstacksgrowingincomplexityandlegacysolutionsfailinginusability, dataaccuracyandaccessibilityarereallydiicultformostmarketerstoachieve,”saidAnthonyDelpizzo,productmarketingleadatklaviyo.“ontopofthat,58%of martechleaderssaytheylackastrongcustomerdatafoundation.”

61%

...ofbrandsandagenciesinDigiday’sandKlaviyo’ssurveycitedatafragmentationasaleadingpainpoint.

ThestateofDTC15

Socialmediatoolstop

TheDTCmarketer’stechstackin2023prioritizedtoolsforsocialmedia

tech-stackessentials,withmobileand

management(79%),SEO(74%)andsocialproofandreview(66%).

e-commercetoppingDTCmarketers’

next-to-installs

Mobileappmanagementandpersonalizationwerealsoconsiderablypresent(62%and61%respectively).Elementslesscommonlyincludedinourrespondents’techstacksincludeA/Btestingtools(12%).

Q.WhatelementsareincludedinyourDTCmarketingtechnologystackin2023?Selectallthatapply.

Socialmedia79%

managementtools:

SEOtools:75%

Socialproof/66%

reviewtools:

Mobileappdevelopment/62%

pushtools:

Personalizationengine:61%

Analytics/reportingtools:55%

Emailmarketingsoftware:47%

SMSmarketingplatform:46%

E-commerceplatform:44%

Customersupport/44%

feedbacktools:

Marketingautomation43%

platform:

Pay-per-clickadplatform:40%

IntegrationAPIs:23%

Customerloyalty/rewards16%

platform:

CRM/CDPplatform:13%

A/Btestingtools:12%

ThestateofDTC16

TheyalsocitedCRM/CDPplatforms(13%),anotherinvestmentmanyteamsmustworktowinfromCFOslookingatROI.It’samissingpiecewithwhichprofessionalsworkingwithmarketingteamsarefamiliar,especiallyaheadofthedeprecationofthird-partycookies.

Q.WhatelementswillyouaddtoyourDTCmarketingtechnologystackin2024?Selectallthatapply.

Marketingautomation42%

platform:

E-commerceplatform:41%

Emailmarketingsoftware:37%

Pay-per-clickadplatform:25%

A/Btestingtools:23%

Personalizationengine:22%

Analytics/reportingtools:22%

SMSmarketingplatform:20%

SEOtools:17%

CRM/CDPplatform:17%

Socialmedia15%

managementtools:

IntegrationAPIs:11%

Customersupport/7%

feedbacktools:

Socialproof/reviewtools:5%

Mobileappdevelopment/5%

pushtools:

Customerloyalty/rewards3%

platform:

ThestateofDTC17

“Despiteunderstandingthevalueofcustomerdata,mostbrandshaven’tyetinvestedinthetoolstheyneedtotakeadvantageofit,likeCRMsorCDPsthatareabletosynthesizeandanalyzemultipledatasourcesatonce,”Mendelsonsaid.

“Astheabilitytorelyoncookiedatagoesaway,brandsneedtoprioritizedatamanagementtools,ortheywillbeleftwithonesizefitsallmarketingthatfeelsoutdated.”

Themostcommonlycitedadditiontotheirmarketingtechstacksin2024isthemarketingautomationplatform(42%),slightlyaheadofane-commerceplatform(41%).

Brandsmaynotnecessarilybestartingfromscratchwhenaddinge-commerceplatforms,emailmarketingsoftwareandothertoolstotheirtechstacks.Teams

maybeaddingcomplementaryplatformsorpurchasingandreplacingexisting

platforms.Anyoftheseapproachesamounttoanetchangetothetechstackforourrespondentsinthecomingyear.

“Asbrandsscaleandgoalsshift,it’simportanttocontinuouslyevaluateand

reassessexistingtechstacks,”Vargassaid.“Ifyou’rehittingaceilingwithyour

existingplatforms,orifit’snotdeliveringtheresultsyouwant,it’stimetoreassess.Thetoolsyou’veusedtogettothispointmaynotbetheonesyouneedinthis

nextstageofgrowth.”

Prioritizinginvestmentinmarketingautomationplatformsandotherconsolidated

toolsisalsoonewaythatbrandsandagenciesarelookingtolimitthefragmentationtheydealwithacrossplatformsandchannels.

“Themoderndatastackwillstartconsolidating,”saidJessicaSchanzer,productmarketingleadatKlaviyo.“Marketingteamshavehadbudgetscutthisyear,

whichmeansthattheyneedtobemorestrategicwithlimitedresources.LeanerteamswillhavetorefocusontacticsthatdrivethemostROIandreassesstheirtechstackstofindmoreopportunitiestoconsolidate.Aneffective,unifiedtechstackhelpsbrandsmaximizeresourcesbydoingmorewithless.”

42%

...ofsurveyrespondentsplantoaddamarketingautomationplatformtotheirDTCmarketingtechstacksin2024.

ThestateofDTC18

96%ofbrandsandagenciesseeroomforimprovementregardingtechstack

integration

Similartowhatoursurveytoldusaboutthemarketingteam’sviewondata

access,actionabilityandaccuracy,theirevaluationofthestateoftech-stackintegrationisthatit’ssomewhatwellintegrated(84%saidso).However,another12%ofrespondentscharacterizestackintegrationas“somewhat”or“verypoorlyintegrated,”likelydueinparttofragmentation.Only4%ofbrandsandagenciesassessthescenariotobe“verywellintegrated.”

Q.Howwellintegratedaretheelementsofyourmarketingtechnologystack?

Verywellintegrated:4%

Somewhatwellintegrated:84%

Somewhatpoorly2%

integrated:

10%

0%

Verypoorlyintegrated:

Notatallintegrated:

“Toactivatedataeffectively,establishingasinglesourceofcustomertruthis

pivotal,”saidDelPizzo.“Thismeansintegratingalltoolstogetherintoasystemthatunifiesdataatscaleintosinglecustomerprofilessothatmarketerscan

obtainasingleviewofeachcustomer’sinteractionwiththeirbrandacrosstheirtechstack.Customerdataplatforms(C