Although 91% of senior corporate marketers agree that successful brands are using customer data to drive marketing decisions, 39% say their own company's data is collected too infrequently, or not effectively enough, according to a report by the Columbia Business School's Center on Global Brand Leadership and the New York American Marketing Association (NYAMA).
Overall, the study found that the use of big data—working with large customer datasets to mine key trends—is still a "work in progress" for most companies.
Below, additional findings from the first BRITE-NYAMA Marketing Measurement in Transition Study.
Challenges to Using Big Data
Among surveyed senior marketers, 51% say a lack of sharing customer data across the organization is a problem, and 45% say they're not using data to effectively personalize communications.
Some 29% of senior marketers say their marketing departments have too little or no customer data at all.
Traditional Data Still Reigns