A quick overview of the most significant trends, challenges and priorities in data and campaign management this year. Based on 200 marketers’ responses at the Apteco Live Online 2021 conference.

1. First-party data
and customer journey
analytics are key to
improved customer
experiences
A quick overview of the most significant
trends, challenges and priorities in data
and campaign management this year.
apteco.com

2. About the Data
Trends Report
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First-party data and customer journey analytics are key to improved customer experiences

3. What?
Annual survey to
identify the latest
marketing trends
and track year-on-
year patterns
When?
Online poll during
Apteco Live Online
2021 conference
When?
200 data, marketing
and campaign
professionals
Broad spectrum
of industries and
business sizes
represented
apteco.com
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First-party data and customer journey analytics are key to improved customer experiences

4. Where are
marketers winning?
Marketing analytics has brought several benefits to organisations.
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First-party data and customer journey analytics are key to improved customer experiences

5. According to respondents,
understanding customers is
the biggest benefit.
38%
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First-party data and customer journey analytics are key to improved customer experiences

6. Other successes include:
Personalising
and targeting
campaigns (26%)
Understanding where
their organisation
generates value (14%)
Managing
customer journeys
(8%)
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First-party data and customer journey analytics are key to improved customer experiences

7. 37.81%
5.97%
25.87%
6.97%
8.46%
14.43%
Legend
Understanding my customer base
Personalising and targeting campaigns
Understanding where my organisation generates value
Managing customer journeys
Informing my colleagues
Predicting customer behaviour
What is your greatest success in
marketing analytics?
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First-party data and customer journey analytics are key to improved customer experiences

8. As marketers look to
steer customer journeys
towards desired results,
managing customer
journeys and predicting
customer behaviour is likely
to become more important
in the future.
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First-party data and customer journey analytics are key to improved customer experiences

9. What about the
challenges?
Why are marketers struggling to use their MarTech stack efficiently?
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First-party data and customer journey analytics are key to improved customer experiences

10. Data quality was by far the
most significant reason.
41%
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First-party data and customer journey analytics are key to improved customer experiences

11. This was followed by:
Data reconciliation
(16%)
Data timeliness
(11%)
Interoperability with
other tools (9%)
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First-party data and customer journey analytics are key to improved customer experiences

12. What is your biggest challenge in using
your current MarTech stack efficiently?
11.17%
15.53%
41.26%
8.74% 1.46%
1.94%
1.46%
0.49%
17.96%
Legend
Data quality
Data reconciliation across channels
Data timeliness / real-time decision making
Interoperability with other tools
Ability to share results with others
Lack of technical skills to interpret marketing data
Ease of use / access to training
Technology licensing costs
I don’t know
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First-party data and customer journey analytics are key to improved customer experiences

13. A change
is going to
come
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First-party data and customer journey analytics are key to improved customer experiences

14. Many organisations
have embraced
change, but it’s clear
that others are still
on their way.
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First-party data and customer journey analytics are key to improved customer experiences

15. of respondents are
using some form of
first-party data.
95%
First-party data
Forms of first-party data
include (for example) transactional,
non-transactional, and declared
interests/preferences
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First-party data and customer journey analytics are key to improved customer experiences

16. 58.96%
36.79%
42.45%
35.85%
26.42%
73.58%
95.28%
20.75% 19.81%
4.25%
Legend
Transactional data
Non-transactional data
Declared interests/preferences
Third-party data
Inferred interests/preferences
Known digital identities
Second-party data
Offline identities
Anonymised digital identities
I don’t know
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First-party data and customer journey analytics are key to improved customer experiences

17. of respondents use it to
manage anonymous
website data and known
customer data…
12%
Identity stitching
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First-party data and customer journey analytics are key to improved customer experiences

18. 88%
but
don’t.
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First-party data and customer journey analytics are key to improved customer experiences

19. Respondents
How do you manage anonymous website data and known customer data?
11.54%
19.23%
42.79%
26.44%
Legend
I don’t know
In separate silos
A combination of resolved and separate systems
In one system (via identity stitching)
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First-party data and customer journey analytics are key to improved customer experiences

20. of respondents use
them…
61%
Cloud applications and systems
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First-party data and customer journey analytics are key to improved customer experiences

21. 30%
but
are not sure if
they are.
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First-party data and customer journey analytics are key to improved customer experiences

22. Do you take a cloud first approach to application deployment?
43.4%
30.19%
17.92%
8.49%
Legend
No, we use a mix of cloud, hosted and on-premise applications
I don’t know
Yes, we always aim to deploy cloud applications
No, we never use cloud applications
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First-party data and customer journey analytics are key to improved customer experiences

23. Navigating the
“new normal”
Despite the challenges, organisations have adapted
well to changing customer preferences.
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First-party data and customer journey analytics are key to improved customer experiences

24. How?
Example 1: Because of the
pandemic, direct mail has
become more popular.
Proof: Compared to last
year, more marketers
(70%) are now reaching
their audience through this
channel more often.
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First-party data and customer journey analytics are key to improved customer experiences

25. 51.71%
34.15%
39.02%
20.98%
18.54%
69.76%
95.12%
8.29% 5.85% 2.93% 1.46%
Legend
Email
Direct Mail
Social Media
Digital ads
Website (web hooks,
personalised banners)
TV
SMS
App
Messaging (e.g. WhatsApp, Facebook)
Audio (e.g. podcasts)
I don’t know
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First-party data and customer journey analytics are key to improved customer experiences

26. Example 2: Customer
loyalty has waned since the
pandemic.
Building and maintaining it is
more important than ever.
Proof: Organisations are
less focused on customer
acquisition (14%)... and more
on generating conversions
(29%), engagement (25%)
and customer retention (22%).
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First-party data and customer journey analytics are key to improved customer experiences

27. When creating campaigns, what do you recognise
as your most common campaign objective?
28.43%
22.34%
25.38%
14.21%
2.54%
3.55%
2.03%
1.02%
Legend
Engagement
Retention
Conversions
Order fulfilment
Churn prevention
Other
Brand awareness
Acquisition
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First-party data and customer journey analytics are key to improved customer experiences

28. And holding all of
the above together?
The desire to deliver
compelling customer
experiences.
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First-party data and customer journey analytics are key to improved customer experiences

29. Trends for 2022
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First-party data and customer journey analytics are key to improved customer experiences

30. The top 5 trends:
Customer journey
analytics (76%)
Customer data
platforms (39%)
Consent preference
management (38%)
Real-time
marketing (35%)
Personification
(34%)
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First-party data and customer journey analytics are key to improved customer experiences

31. Respondents
What are the most important trends for
your organisation in 2022?
75.53%
39.36%
37.77%
34.57%
33.51%
19.68%
17.02%
11.70%
11.70%
9.57%
2.66%
Legend
Customer journey analytics
Customer Data Platforms
Consent preference management
Real-time marketing
Personification
Customer data ethics and privacy
AI for marketing
Conversational marketing
Identity resolutions
Other
Mobile wallet and message
marketing
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First-party data and customer journey analytics are key to improved customer experiences

32. DOWNLOAD NOW
Data Trends Report 2022
Unlock fresh insights on data and
campaign management
Data Trends Report 2022
First-party data and
customer journey analytics
are key to improved
customer experiences