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' Social Media Summit

Social Media Summit with Taste of Tech 2015Join PR News at the Marriott Marquis in New York on Oct. 5 for the Social Media Summit, where expert communicators will share in-depth case studies from their social efforts. “Taste of Tech,” a unique element of the Summit, will feature partners who “get PR” and can help you make your social initiatives more impactful.

Use code “150” at checkout to save $150 on the regular rate.

Get $50 off PR News' Crisis Management Guidebook

PRNews-Crisis-guidebook-180x150-sb

Crisis management is an art, not a science. In this edition of PR News’ Book of Crisis Management Strategies & Tactics, you will discover many different views on this art, and you are certain to find takeaways that will transform the way your organization handles crises. 

Use code “50off” at checkout.

Save $100 on a PR News Subscription

cover5.18

 

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.