We’ve been hearing a lot about how marketers will be emphasizing big data this year. Yet, it’s not always clear how enterprises plan to capture this data. The studies being published this year are revealing which collection methods are most popular and how marketers will use this data.
Analysts are worried that marketers are currently operating in a ‘data-rich’ but ‘insight-poor’ mindset. Nearly all surveyed marketers have told researchers that their spending will increase or remain the same with respect to data-related marketing. About 25% of marketers say analyzing the data they collect is the biggest challenge facing them this year. And, 53% plan to use real time data to a larger degree when they roll out marketing campaigns.
Services firms who intend to help marketers make sense of their data should know that these enterprises collect information from the following channels.
- Websites 49%
- Email 19%
- Social media 12%
It’s far more tedious to capture information from non-digital channels which explains why only 8% of marketers tap direct mail and 1% tap print for this purpose.
Using information as soon as it becomes available is the goal for marketers. 53% will increase these efforts this year and another 11% will start this process.
While using real-time data is a goal, marketers also realize there will be roadblocks along the way. One of these problems is the need to protect customer privacy. It’s also important to regularly check the quality of the data. For now, only 15% of marketers say they are customizing their messages based on the data they are collecting. This number is likely to grow quickly this year as more marketers apply resources to this effort.[Source: Garibian, Lenna. Marketers Upping Ante on Big Data. Marketingprofs.com. 22 Jan. 2013. Web. 26 Feb. 2013]