Assessing campaign management maturity.

How does your cross-channel campaign management measure up? 

Cross-channel campaign management consists of organizing, designing, executing, and measuring marketing communications that span digital and traditional channels — from email and mobile to direct mail and call centers. When done right, it results in consistent, personalized campaigns that provide amazing customer experiences in real time across every channel.
To see how organizations measure up, Adobe surveyed 278 management-level and higher marketing professionals in organizations with over $100 million in revenue and at least 500 employees. They rated their organization’s competency across seven dimensions and 25 best-practice areas to assess their campaign management maturity.
Take a look at the main takeaways and recommendations for each major dimension of successful cross-channel campaign management.
Seven virtues of campaign management.
We identified seven key categories and corresponding best practices for cross-channel campaign management. Results show that organizations are making progress toward adopting many of the practices outlined by Adobe’s maturity model. But there’s still lots of room for growth.
1. Customer knowledge and data
Over 70% of surveyed organizations can maintain a full history of the marketing actions each customer has taken, including preferences, demographics, and transaction history. However, 64% struggle to use multiple external data sources, which is critical for gaining a single view of the customer.
Best practice: Maintain an actionable marketing database, keep all your databases consolidated, and have easy access to demographics and behavioral data. You’ll also want to cleanse records of useless and duplicate data and build customer profiles over the customer lifecycle. Get a 360-degree view of your customers ›
2. Channels and execution
A full 80% of organizations can engage with customers in outbound channels, and 75% can engage using inbound channels, but 69% struggle to combine these channels in a consistent fashion.
Best practice: Get a centralized marketing platform. It’ll help you communicate across channels to deliver connected experiences. Understand your customers’ preferred channels and their business needs. Then develop a strategy that includes both inbound and outbound channels to deliver personalized content for every customer segment. Orchestrate campaigns across multiple channels ›
3. Automation and orchestration
Of the organizations surveyed, 70% lack the ability to start, stop, and restart campaigns on the fly as circumstances dictate. They don’t have the technology that supports the automation and orchestration of cross-channel campaigns.
Best practice: Automate your marketing processes — from transactional messages to seasonal campaigns. You’ll be able to dynamically change the customer journey based on customer actions. It’ll make your campaigns smarter and save you time and money in the long run.
4. Campaign optimization
Only 21% use A/B or multivariate testing to determine the optimal campaign, content, or offer. And although 70% have business rules in place to serve customers personalized content, only 23% have “fatigue” rules that prevent them from wearing out the customer with too many messages.
Best practice: Remove the guesswork of how campaigns will perform by running high-level campaign simulations all the way down to a specific offer before, during, and after execution. Building business rules helps avoid wearing customers down with irrelevant messages. Increase conversion rates with testing ›
5. Real-time engagement
Only 24% of surveyed organizations use self-learning technologies to find out more about the customer from various channels. These technologies automatically deliver content using instant feedback based on the customer’s interactions.
Best practice: When you deliver experiences at the exact point of contact and continue to interact across inbound and outbound channels, every interaction will be contextual and relevant. Be sure to monitor and adapt your communications based on real-time feedback from your customers.
6. Reporting and analytics
Just 31% of organizations use reporting to automatically forecast results of a campaign or offer, including the potential revenue they could generate, before execution.
Best practice: Monitor campaign performance and data in real time — then take action on it. Your campaign reports should provide visibility into the performance, monitor the budget, and track the revenue. That way you can adapt mid-campaign, rather than waiting for the next one. Learn more about Adobe Analytics ›
7. Organizational strategy
The survey found that 66% of respondents don’t view their marketing engagement strategy as customer-centric. And only 35% of organizations have someone on staff with profit and loss (P&L) responsibility for campaign management programs.
Best practice: Have a dedicated role for your customer engagement strategy. From campaign management tactics to technology budgets, you need a holistic view over the customer engagement process that spans every touchpoint. Having an organizational strategy is a key to successful campaign management.
Industry breakdown.
The survey also provided industry-specific results, including financial services, retail and commerce, travel and hospitality, and media and entertainment.
Financial services
This industry is the most uncertain (71%) about having a marketing owner for campaign management P&L and programs. Ownership is an important best practice because it ensures accountability and strategic importance.
Retail and commerce
Triggered and transactional messages have the highest open rates of all campaign messaging. Not surprisingly, retail and commerce leads at (35%) in believing it has the ability to deliver personalized, relevant offers inside these kinds of messages.
Travel and hospitality
This industry leads the others in the area of coordinating messages across inbound and outbound channels, with 39% of respondents expressing high certainty in their ability to do so.
Media and entertainment
This industry shows relatively high certainty — over 50% — in its ability to continuously profile customers. Media and entertainment is also strongest in forecasting results of campaigns and offers.
Assess your organization’s campaign management maturity.
Use our self-assessment tool to survey your own campaign management effectiveness, compare results against others in your industry, and determine where to focus your energy and resources to grow and improve cross-channel marketing programs.
It’ll give you a good reference point on how successful your cross-channel campaign management is, and how you can improve. And with our list of best practices, you’ll be on your way to consistent, connected, and personalized campaigns for every customer, everywhere.
For more information on cross-channel campaign maturity benchmarks, read the full survey report.
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