Oracle：2019 CommerceNext 基准报告（英文版）(33页).pdf

1、1 Survey conducted by CommerceNext and sponsored by Oracle Customer Experience (CX) Cloud How Leading Retailers and Direct-to-Consumer Brands Are Investing in Digital A benchmark report based on a survey of ecommerce marketing executives. 2 LETTER FROM COMMERCENEXT Thanks, Allan, Scott and Veronika

2、CommerceNext Co-Founders Ecommerce marketing is an ever-changing discipline. What works one year may not work the next. The best ecommerce marketers are always studying the customer, the platforms and channels, and what their competitors are doing. We at CommerceNext understand better than most that

3、 you need data to better determine whether youre focusing on the right things. That was the intent with this report: to provide a useful benchmark by which online retailers can measure their own priorities and evaluate which technologies deserve a larger or smaller portion of the budget. For this re

4、port, “How Leading Retailers and Direct-to-Consumer Brands are Investing in Digital” we surveyed 100 top marketing decision-makers at leading brands in two major camps: the traditional retailers and multi-brand merchants that began as brick-and-mortar retail outlets and now also sell online; and the

5、 digital-first DTC brands who are transforming the entire ecommerce industry. The research tells us that both traditional and DTC brands point to acquisition marketing, personalization and gaining a unified view of the customer as key prioritiesand challenges. But the survey also delineates the diff

6、erences in how these two camps invest in tools and roll out initiatives around these priorities. We hope these findings inspire you to closely evaluate your marketing priorities for the rest of the year, including the upcoming holiday shopping season. We look forward to diving into a deeper conversa