Only 27 percent of marketers have unified their measurement capabilities to understand the holistic experience across channels and devices, says a new Forrester Consulting study, and the majority of firms remain channel-driven and siloed. In addition,67 percent of firms report that employees do not understand how their tasks tie into larger cross-channel goals.

The study, “Orchestrating The Cross-Channel Experience: How Changes To Data And Measurement Foster Cross-Channel Success,” was commissioned by marketing cloud provider IgnitionOne. It surveyed cross-channel B2C marketers with organizations in the U.S., UK, France and Germany with more than $500 million in annual revenue.

"From our experience working with marketers in all types of industries, we have learned the importance that cross-channel initiatives and data collection play in maximizing the customer experience as well as the effectiveness of each marketing interaction," says Will Margiloff, CEO of IgnitionOne. "Forrester's research confirms this, also providing a roadmap for marketers to succeed."

To download the full report, visit