The Relevancy Group Reveals Data Friction Costs Marketing Teams Time, Money, and Resources

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New research commissioned by MessageGears shows that work involved to move data back and forth to marketing clouds and ESPs is preventing marketers from doing more valuable work

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"Seeing just how often these data feeds break and the way they wish they could utilize the lost time just underscores the reason why MessageGears exists"

Enterprise marketing teams struggle to work efficiently because so many of their resources are expended trying to keep their customer data in sync with their email service provider’s cloud, The Relevancy Group revealed in a new report “The Hidden Costs of Data Friction,” sponsored by MessageGears.

The August survey of more than 400 executive marketers found that enterprise brands across multiple industries experience data feed malfunctions an average of almost twice per week, and that it takes an average of roughly nine months to integrate their messaging program over to a marketing cloud provider. These teams exchange an average of more than 10 million customer records with their ESP, and more than three-quarters of them sync at least weekly.

That means the demands on time and resources are significant, and marketers see considerable opportunity cost to the work required merely to keep their ESP and their data working well enough to get personalized messaging campaigns out the door. Nearly half of respondents said they’d prioritize improving personalization if they didn’t have to spend so much time moving their data to their ESP, while 42% said they’d improve segmentation, and 39% said they’d become more strategic. Other priorities included investing in other marketing channels, doing more testing, and improving retargeting.

“This was an interesting study to read because we’ve known for years that marketers faced so many challenges with moving data around, but we’ve never seen it quantified at scale quite like this,” MessageGears VP, Marketing, Will Devlin said. “Seeing just how often these data feeds break and the way they wish they could utilize the lost time just underscores the reason why MessageGears exists, to give Super Senders a customer engagement product that connects directly to their database.”

Click here to download the full report.

About MessageGears
MessageGears is the only cross-channel messaging platform exclusively built for today’s enterprise. We empower the world’s most demanding marketers to deliver more relevant campaigns, faster and more flexibly than legacy cloud ESPs. Our unique Hybrid technology connects directly with a company’s database, enabling marketers to maximize the value of their customer data in real time – no syncing required. Join sophisticated marketers at Expedia, Rakuten, and Chick-fil-A who rely on MessageGears to deliver more personalized cross-channel campaigns that grow their business. Learn more at

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