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Technical barriers to building a joined-up view of customer journey worldwide 2016

Leading technical barriers to building a joined-up view of customer journey according to marketing professionals worldwide as of November 2016

The data displays information on the technical barriers companies worldwide faced when trying to build a joined-up view of costumer journeys as of November 2016. During the survey, 66% of companies stated that the difficulty with unifying different data sources was one of the main barriers they had to deal with.

Difficulty unifying different data sources	66
Complexity of customer experience / number of touchpoints	62
Poorly integrated marketing technology	50
Inability to act on data quickly enough	47
Lack of processes / workflow	44
Data not readily accessible	35
Tracking across different mobile devices	26
Data privacy issues	22
Customers withholding personal information e.g. ad blockers	7
Growing prevalence of dark social	4
Other	2

Technical barriers to building a joined-up view of customer journey worldwide 2016

StatInvestor