Data Deficiencies Hinder Real-Time Marcom Decisions


Marketers Don’t Have Sufficient Data: According to the Columbia Business School and the New York American Marketing Association’s “Marketing Measurement in Transition Study,” marketers’ desire to be data-driven is not yet matched by a consistent effort to collect the data necessary to make real-time decisions. In fact, 29% report that their marketing departments have “too little or no customer/consumer data.” The study findings mirror data shortcomings with PR.

Study highlights include:

  • 39% of marketers say that their data is collected “too infrequently or not real-time enough.”

  • Marketers today are still much less likely to collect new forms of digital data like customer mobile device data (19% collect it) and social media data (35%), than they are to collect traditional customer survey data on demographics (74%) and usage (60%).

  • Just 14% of the social networking users are tying them to financial metrics. 


Source:
 Columbia Business School/NY American Marketing Association

 




Comments Off

Deals of the Week

Get $150 Off PR News'Crisis Management Boot Camp

Crisis_Boot_banners_175x135_ep

Join PR News on September 15, 2014, at the historic Yale Club in New York City for an intensive boot camp will put you through the paces of crisis communications to help you avoid, or at least mitigate, the damage that can come to a brand.

Use code “150off” at checkout.

Get $50 off PR News' Media Relations Guidebook

book-mediarelations-180x150

This 8-chapter resource contains practical implications for some of the most innovative developments in media relations, including the technologies, methodologies and mannerisms that determine the ecosystem in which PR pros practice this essential part of their craft.

Use code “50off” at checkout.

Save $100 on a PR News Subscription

Let PR News become your weekly, go-to resource for the latest PR trends, case studies and tip sheets. Topics covered include visual storytelling, social media, measurement, crisis management and media relations.

Use code “SUBDEAL” at checkout.

Comments are closed.