Acxiom Report Flags Data Fragmentation as Key Hurdle for Marketers
Event summary
- Acxiom and EMARKETER released a report highlighting data fragmentation as a major barrier to marketing growth.
- 80% of marketers report improved ROI from identity efforts, with the biggest gains in personalization (40.2%).
- 42% of respondents rate their customer data foundation as immature, while 55.4% say their first-party data is siloed.
- 60.7% of marketers plan to increase investment in identity resolution over the next 24 months.
The big picture
The report underscores the growing importance of identity infrastructure as a core enterprise asset. As AI becomes more central to marketing, companies that treat identity as foundational will be better positioned to create unified customer views and drive growth. The findings highlight a strategic anomaly where despite clear ROI from identity investments, data fragmentation remains a significant barrier for many organizations.
What we're watching
- Interoperability Adoption
- The pace at which marketers adopt interoperable identity systems will determine the effectiveness of their data strategies.
- AI Integration
- How AI integration with identity infrastructure will impact marketing personalization and measurement.
- Regulatory Compliance
- Whether brands in regulated industries can balance accuracy, security, and privacy demands while unifying their data foundations.