Some Brands Struggle With Onslaught of Big Data


“Data torrent” poses problems: Brand owners are struggling to deal with the “torrent of data” resulting from the rapid growth of digital media, according to research by the World Federation of Advertisers and Warc. A survey of 25 firms, collectively responsible for $35 billion in worldwide marketing expenditure per year, found 56% were tracking between five and 10 digital metrics.

Other study findings include:

  • Elsewhere, 24% of businesses monitored 10–15 different indicators, while 8% measured 16–20. Another 12%, however, relied on fewer than five such figures.

  • 72% of respondents agreed the current “data load” was manageable, whereas 20% believed too much data was being collected.

  • When it comes to understanding digital performance, 68% deployed the “paid, owned and earned” model or planned to do so.

  • The primary obstacles to obtaining ROI from this data included insufficient resources (74%) and a lack of data know-how among marketers (70%).

Source: World Federation of Advertisers/Warc

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About Scott Van Camp

Scott Van Camp is editor of PR News, an executive-level, reader-supported publication that helps enhance the business impact of PR. Scott has a rich background in both journalism and PR/marketing. He has more than 15 years of experience as a writer/editor at various consumer and trade publications. Scott was with VNU Business Publications for five years, including stints as managing editor at IQ News and Technology Marketing magazines and senior editor at Brandweek. In the PR/marketing sphere, he has served as corporate communications manager at MarketBridge, a marketing and sales consultancy, and as editorial director for the Chief Marketing Officer (CMO) Council. While at the Council, Scott led several high-profile marketing research projects. He has also operated his own communications and media consulting firm, SVC Communications.



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