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Data-Rich and Insight-Poor: Marketers Planning to Turn Information Into Intelligence in 2013

DATA-RICH AND INSIGHT-POOR Marketers Planning To Turn Information Into Intelligence In 2013 Sponsored by Infogroup Targeting Solutions and Yesmail Interactive As consumers share more information than ever before on digital channels, marketers are becoming increasingly data-rich and insight-poor. A new report, based on a survey of 700 attendees at DMA2012 and Forrester Research eBusiness conferences*, shows how marketers plan to tackle big data in 2013. 68% 56% 45% 83% said analyzing or applying data will be of marketers plan to plan on hiring new employees for data positions plan to at least start increase data considering using spending their biggest challenge real-time data How do you expect your data-related marketing expenditures to change in 2013? Increase slightly 48 % 48% Stay the same 23 % Increase greatly 20 % Expect their data- related marketing Have not determined budget 6 % Decrease slightly expenditures to increase slightly 2 % Decrease greatly 1% Do you plan on hiring new employees to handle or oversee data collection or analysis in 2013? Don't plan on hiring 44 % 44% Data analyst/strategist 20 % Developer/programmer 11 % Data collection Don't plan on hiring new employees to Data manager handle or oversee Data engineer/architect data collection or analysis Data executive 5 % What do you think is the biggest challenge marketers will face in 2013 as it relates to the use of data? Analyzing data 25 % 25% Applying data 20 % Cleaning data 13 % Protecting customer data and privacy Think analyzing data is the biggest 12 % Collecting data 11 % challenge marketers Real-time data collection 11% will face Hiring qualified employees 8 % How do you plan on using real-time data in your 2013 marketing campaigns? Make greater use of it 53 % 53% Start considering it 19 % Use it for the first time 11% Plan on making Don't plan on using it 11 % greater use of Don't know how to use it 4 % real-time data in their marketing campaign Can't afford to use it 2% Do you plan to use customers' social media data to drive marketing campaigns in other channels in 2013? 78% 22% Plan to make greater use of social media data Don't plan to integrate social data Do you plan on taking additional steps to protect customer data and privacy in 2013? 60% 40% Top priority Low priority or not a priority 26% 24% 23% 39% of marketers can't said they clean their are not using data such as demographics said they clean their remember the last customer data at customer data at least weekly least monthly time they performed quality control of their and purchase behavior to customize their marketing messages by channel customer data infogroup yesmail TARGETING SOLUTIONS INTERACTIVE www.infogrouptargeting.com www.yesmail.com For a copy of the full survey report, visit: lp.infogroup.com/survey-report *Forrester Research conference: Seizing Opportunity From Digital Disruption: A Forum For eBusiness & Channel Strategy Professionals, October 2012

Data-Rich and Insight-Poor: Marketers Planning to Turn Information Into Intelligence in 2013

shared by Yesmail Interactive on May 08
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How will marketers use customer data to make informed marketing decisions in 2013? Yesmail Interactive recently partnered with Infogroup Targeting Solutions to survey more than 700 marketers at Forres...

Publisher

Yesmail

Designer

Gregg Hecht

Category

Business
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