Lack of real-time analytics, an urgent challenge for marketers: MoEngage Report – Marketing Dive | Region & Cash


Survey results from 2,000 marketers across all industries point to the need to analyze deeper customer insights San Francisco– MoEngage, the insights-driven customer engagement platform, released their latest report on customer, journey and campaign insights as measured by marketers and the challenges they face due to their tech stack limitations. The study, The 2022 State of Insights-led Engagement in North America report, surveyed 2,000 managerial, senior managerial, directoral and C-level marketers from enterprise, medium and small businesses to learn how customer insights help build an effective customer retention strategy. The report highlights the inability of marketers to access real-time analytics despite using Customer Data Platforms (CDPs) and Customer Relationship Management (CRM) systems, as 34% still struggle with real-time analytics. Meanwhile, 40.4% of North American marketers manage customer engagement operations by allowing different marketing functions to work as independent teams using different marketing tools with no actionable insights. This often results in incomprehensible fragmented data, resulting in disjointed customer experiences. Therefore, planning, executing and measuring the ROI of campaigns remain a challenge. The report lists various customer, campaign, and journey insights.

  • 23.3% of the survey participants measure the interests and affinities of customers such as most viewed content or purchased products, while 20.6% Use primary data like customers Demographics for decision making, leading brands to make blanket assumptions about their customers’ preferences. The survey shows that advertisers in North America don’t understand the importance of measuring customer purchase likelihood, churn or preferences to deliver hyper-personalized experiences.
  • 40.1% of marketers analyze the optimal path to conversion as part of Journey Insights. Meanwhile, AHA and drop-off moments received equal responses, showing that marketers are focused on actively acquiring customers rather than retaining them. The results show that marketers may analyze other journey insights; However, the limitations of their existing tech stack prevent them from monitoring these insights.
  • 38.6% of survey participants prioritize their communication channels based on customer preferences and opt-in dates, while a meager 15.2% prioritize based on behavioral attributes. Consequently, marketers don’t understand the entire customer journey when thinking about new channels to ensure each customer has a relevant journey.

Raviteja Dodda, CEO of MoEngage, said: “The report’s findings will help consumer brands understand the importance of measuring deeper customer insights, while allowing marketers to understand how their current customer engagement tech stack could limit their scope, to better understand customers. Brands need to be customer-centric and proactive in how they engage with their customers personally to build stronger relationships.” The MoEngage report also covers:

  • How Customer Engagement Platforms (CEPs) provide a microscopic, insightful and holistic view to create a unified customer profile and drive a personalized omnichannel experience for your customers.
  • The reasons why North American marketers struggle with siled data and insights that don’t help them in the long run.
  • How to become more customer-centric, unify data across multichannel CEPs, and eliminate internal data silos to create a customer engagement strategy that delivers the results you expect.

Click here to access the State of Insights-led Customer Engagement Report 2022: North America Edition.


About MoEngage

MoEngage is an insights-based customer engagement platform trusted by 1,200+ global consumer brands including Ally Financial, McAfee, Flipkart, Domino’s, Nestle, Deutsche Telekom, OYO and more. MoEngage gives marketers and product owners insights into customer behavior and the ability to act on those insights to engage customers across web, mobile, email, social media, and messaging channels. Consumer brands in 35 countries use MoEngage to power digital experiences for over 1 billion customers every month. With offices in 10 countries, MoEngage is backed by Goldman Sachs Asset Management, B Capital, Steadview Capital, Multiples Private Equity, Eight Roads, F-Prime Capital, Matrix Partners, Ventureast and Helion Ventures.

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