Twice as many companies now have strategic data-driven marketing initiatives than in 2013, according to new research.
Teradata’s 2015 Global Data-Driven Marketing Survey reveals dramatic shifts in how companies and marketers are deriving business value from data, integrated marketing platforms, and customer-centric data-driven marketing strategies.
The 28-page survey and accompanying infographic are available at no cost from the Teradata website and contain valuable information that will benefit marketers and C-suite decision makers alike.
More than 80% of marketers say silos within marketing prevents them from having a seamless view of campaigns and customers
• 43 percent of marketers are satisfied that they have a single, integrated view of their customers, compared to 18 percent in 2013
• Just 3 percent of marketers consider proving the effectiveness of marketing to be their priority, despite only 45 percent fully leveraging data to measure ROI
• Individualised marketing is a priority for 92 percent of marketing executives, yet 42 percent of marketers claim internal silos prevent them from having a full and consistent view of their customers
• Half of marketers routinely apply data-driven marketing to individualise marketing messages and offers to enhance the customer experience, despite it being a priority for 92 percent of executives
View the infographic below:
Key findings of the Teradata 2015 Global Data-Driven Marketing Survey include:
HAVING INDIVIDUALISED INSIGHT IS INCREASINGLY IMPORTANT TO MARKETERS
• 90 percent of marketers say making marketing individualised is a priority. They want to move beyond segmentation to true one-to-one personalisation in a real-time context.
• Faster, more accurate decisions are key benefits of using data for nearly two-thirds of respondents.
• 38 percent say their biggest challenge is improving customer acquisition and retention. Marketers’ second-biggest challenge is proving support of corporate objectives (29 percent) and meeting regulatory compliance was third (26 percent).
ONLY INTEGRATED MARKETING PLATFORMS CAN DELIVER THE INDIVIDUALISED INSIGHTS AND OMNI-CHANNEL EXPERIENCE MARKETERS WANT
• Marketers have more than doubled their use of data-driven marketing in the past 18 months. 78 percent of marketers now use data systematically, versus 36 percent in 2013.
• Data-driven marketing is viewed as the means to the end of gaining individualised insights, and integrated marketing platforms like the Teradata Integrated Marketing Cloud are in high demand.
• Marketers however still struggle with individualising offers and communication. Only 50 percent routinely apply data to engage consumers. 44 percent admit a lack of consistency in omni-channel marketing. And 80 percent say that silos within Marketing prevent them from knowing how campaigns are performing across different channels.
BRINGING MARKETING AND TECHNOLOGY TOGETHER IS NOW A STRATEGIC PRIORITY
• 43 percent of marketers say they now control their company’s customer data (up from 34 percent in 2013). And a vast majority (83 percent) say they take an omni-channel approach to reaching customers.
• 84 percent agree that making marketing and IT into strategic partners is vital.
• 92 percent agree that integrating data across teams can improve customer service.
“It is clear from these survey results that the future of marketing is all about meeting the expectations of the individual consumer. Today, more than anything else, marketers want access to trustworthy, individualised insights based on credible data, so the expectations of every customer can be known, respected and met on a personal level,” said Rolf Anweiler, Vice President of Marketing, International, Marketing Applications, Teradata. “Today’s digital marketing platforms make this possible. We encourage marketers throughout the world to implement and improve their data-driven marketing strategies to create business value through individualised insights.”
Teradata’s research was conducted in late 2014 by Forbes Insights, which surveyed 1,506 marketers in enterprises around the world, across all industries. The report is available via the Teradata website.