Making Omnichannel Marketing Work - 4 Keys To Better Marketing

Sep 13, 2026

Upload by Noah

Making Omnichannel Marketing Work explains why marketers struggle with media fragmentation, data overload, and disconnected customer insights that prevent fully integrated media and content plans. It highlights that most organizations fail to manage consistent multi-screen campaigns and need unified methodologies, shared metrics, and real-time analytics for optimization. The paper shows how integrated cross-channel consumer data can reduce organizational silos and improve planning, coordination, and ROI attribution.

LanguageEnglish

CategoryGeneral

FormatPDF

Pages7

Reading Time3 min

AccessFree to download

Introduction

Organizational silos add to the challenge of integrating campaigns

The siloed marketing organization

Nielsen Data is the difference

It takes a village to maximize campaign effectiveness

MAKING OMNI CHANNEL MARKETING WORK 4 KEYS TO BETTER MARKETING FOR YOU AND YOUR CUSTOMERS NIELSEN MARKETING CLOUD INSIGHTS SERIES N I ELS EN MA R K ET I NG CLO U D INTRODUCTION Marketers face the difficult job of managing media fragmentation, handling data overload, consolidating disparate data sources and avoiding organizational misalignment. One of the biggest challenges, however, lies in understanding cross-channel customer data and using this information to develop fully integrated media and content marketing plans. Without this, marketers risk turning off customers and prospects with the wrong messages at the wrong times on the wrong devices. If you’re not developing advertising and content that truly resonates with customers across the consumer journey then you’re wasting your marketing dollars. Unfortunately, the overwhelming majority of marketers are not there yet. Research has shown that 71 percent of companies are not managing fully-integrated multi-screen campaigns. In the same breath, 73 percent of marketing executive survey respondents indicated they would prefer to use a consistent methodology across media and a single set of metrics across all screens. Furthermore, 69 percent expressed an interest in having access to real-time analytics for the purposes of campaign optimization.1 It seems the goals are universally understood, but achieving them appears less certain. 1 “Optimizing Integrated Multi-Screen Campaigns” survey conducted by Association of National Advertisers & Nielsen, 2013 Copyright © 2016 The Nielsen Company. All rights reserved. 2 N I ELS EN MA R K ET I NG CLO U D 1 ORGANIZATIONAL SILOS ADD TO THE CHALLENGE OF INTEGRATING CAMPAIGNS For many businesses, silos within the organization add to the challenge of achieving fully integrated campaigns. More often than not, different departments are handling different aspects of campaigns, such as display advertising, search, email and TV. Because each group is focused on hitting their own numbers, little attention is paid to campaign redundancy, overlap, and inefficiencies. Without a shared, central repository of data, it is difficult to integrate customer data across channels, integrate cross-channel media planning and buying, get traditional and addressable media to work together, and ultimately understand return on investment (ROI) on a per-channel basis. Having access to integrated consumer data helps businesses break down departmental silos by giving all stakeholders a like view into customer behavior and sales attribution. This makes it far easier to understand what levers are performing, where to assign credit, how to reduce media waste and what teams must do to develop more cohesive and consistent media plans. THE SILOED MARKETING ORGANIZATION Departmental silos are seen as a growing pain for most organizations. Integration of cross-channel consumer data, media planning, performance goals and campaign analytics helps reduce media waste and align disparate marketing teams around the common objective of creating good customer experiences. MARKETING LEADERSHIP EMAIL SOCIAL DIGITAL DISPLAY TV OUT-OF-HOME WEBSITE SEARCH Having access to integrated consumer data enables businesses to break down silos . NIELSEN DATA IS THE DIFFERENCE [WEBSITE:](WEBSITE: www. nielsen.com/nielsenmarketingcloud)[ www. nielsen.com/nielsenmarketingcloud](WEBSITE: www. nielsen.com/nielsenmarketingcloud) [CONTACT US:](CONTACT US: www. nielsen.com/us/en/contact-us.html)[ www. nielsen.com/us/en/contact-us.html](CONTACT US: www. nielsen.com/us/en/contact-us.html) Copyright © 2016 The Nielsen Company. All rights reserved. 3 N I ELS EN MA R K ET I NG CLO U D IT TAKES A VILLAGE TO MAXIMIZE CAMPAIGN EFFECTIVENESS Breaking down organizational silos is absolutely necessary for achieving the alignment needed to maximize campaign effectiveness. This requires careful coordination, but the end result is that multi-channel custo

FAQs

What challenges does the paper say marketers face when running omnichannel campaigns?

Marketers must manage media fragmentation, handle data overload, consolidate disparate data sources, and avoid misalignment across the organization. A central challenge is understanding cross-channel customer data and using it to build integrated plans.

Why do organizational silos make integrated campaign planning difficult?

Different departments may work on separate campaign components without attention to redundancy, overlap, or inefficiencies. Without a shared central data repository, teams struggle to integrate customer data and coordinate media planning, buying, and ROI understanding per channel.

How does integrated consumer data help organizations break down departmental silos?

Integrated data gives stakeholders a consistent view of customer behavior and sales attribution. It clarifies which levers perform best, where to assign credit, how to reduce media waste, and what teams need to develop more cohesive media plans.

Sep 13, 2026

Upload by Noah