Nearly Half Of Marketers Say Data Is Underused, Teradata Survey Reveals
- Published in Data Management
The Teradata Data-Driven Marketing Survey 2013 revealed that while many companies are moving toward data-driven marketing, nearly half of marketers agree that data is the most underutilized asset in their organization. In response, many companies are starting in the marketing department as they look to make operational adjustments to tighten marketing-IT integration.
The survey was conducted by Teradata Applications, a division of Teradata that is focused on business, marketing and analytical applications, and services. More than 2,200 global marketers responded to the survey.
Other survey findings include:
- More than two thirds (71%) of marketers surveyed say they plan to implement a Big Data analytics solution in the next two years;
- Just 18% of marketers say they have a single, integrated view of customer actions, yet it is one of marketers’ top priorities for future improvement;
- Three quarters (75%) of marketers who try to calculate their return on marketing investment encounter problems, primarily due to the lack of system integration;
- More than 40% of marketing executives agree that integrating the cross-channel customer experience is a top priority; and
- Nearly 65% of marketers agree that silos within their marketing department prevent them from having a holistic view of a campaign across channels.
“Marketers are most effective in generating revenue when they are able to put all their data to work to deliver the most relevant offers to consumers,” said Darryl McDonald, President of Teradata Applications. “Acting on more informed insights yields better customer engagement.”