Adobe-Campaign

" Only 21 %s use A/B or multivariate testing to determine which content, campaign, or offer to deliver will yield the best results. "

This single sentence aptly reflects the study published a few days ago by Adobe. The maturity of marketing departments when it comes to implementing cross-channel campaign management is still too low.

To conduct the study, Adobe surveyed 278 marketing professionals in North American companies or agencies with more than 500 employees or $100 million in revenue.

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Other key figures from the study:

" Although 70 % of companies surveyed use business rules to deliver personalized content to customers, only 23 % implement "marketing pressure" rules to avoid tiring customers with a flood of messages or offers. "

" 66 % of companies surveyed do not consider their interaction strategies to be centered on
on the customer. "

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