Marketers feel pressure to be more data driven
Seventy-eight per cent of marketers feel under pressure to be more data driven according to a recent survey by Teradata Applications.
The global study of over 2000 marketers also revealed that 45 per cent of marketers agreed that data is the most under-utilised asset in the department. However, only 18 per cent of respondents said they have a single view of customer actions.
Lisa Arthur, CMO, Teradata Applications, says not leveraging large amounts of online and offline data to personalise campaigns will cost marketers: "Provide any experience less than this and I believe you are leaving too much revenue on the table, something I don't think any business can afford in this economic climate."