Marketing and IT Are Disconnecting on Data Needs

By Dennis McCafferty  |  Posted 08-23-2013
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Marketing and IT Are Disconnecting on Data Needs

Limited Perspectives Only 18% of companies have a single view of the customer even though it's a top priority.

While there's notable organization-wide awareness and appreciation for the importance of big data, much of the talk seems to be about potential as opposed to results. This is especially true in the marketing department. In fact, a significant number of marketing executives view data as the #1 most underutilized asset in their companies, according to a recent survey from Teradata Applications. A lack of adequate tech tools remains a primary factor here. But, even more troubling, an overwhelming majority of marketers do not consider themselves to be strategic partners with IT. Clearly, the two departments must come together to align future tech-solution purchases and integrations with customer-centric objectives. "Marketers are most effective when they're able to put all of their data to work to deliver the most relevant offers to consumers," says Darryl McDonald, president of Teradata Applications. "Acting on more informed insights yields better customer engagement." More than 2,000 marketers worldwide took part in the research. For more about the survey, click here

Dennis McCafferty is a freelance writer for Baseline Magazine.


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