Refining Raw Data Into Marketing Gold
The shift toward more personal marketing campaigns through the power of data and technology will fundamentally change how IT and marketing coexist.
88% of marketing decision-makers plan to move forward with personalized marketing plans this year, and 27% said they’ll take “significant” steps forward.
39% said their organization needs to increase opportunities for data to drive decision-making, and 38% want to centralize data functions within their company.
73% said extracting actionable insight from their data is either “difficult” or “very difficult.”
45% believe that they don’t have the right tech tools to get needed insights from data.
66% intend to increase their spending on data-centric marketing, in much part to better understand how to build a customer profile of preferences, behaviors and activities. More than one-quarter will increase their data-centric budgeting by at least 26%.
67% said they’ll invest this year in recruiting staffers who are skilled in data analytics.
55% said they need to do a better job of identifying the right tech solution for the task at hand, and 46% are seeking to ramp up efforts to find the right tech partners.
83% expect to invest in automation technology in 2016, and 11% plan to “invest significantly” in automation.
45% say they need reporting tools to gain more insights into their target audience, and 34% say reporting tools are required to define ROI.