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Brands Not Capturing the Benefits of Big Data Marketing

March 14, 2012

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

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  • by Eric Lindeen Wed Mar 14, 2012 via web

    Great analysis. I work in the financial technology industry and recently we have seen a call to action for banks to use internal and social data across all their lines of business. In banking, every product is maintained through independent silos and customers are increasing the variety of channels to interact with their bank (mobile, online, call center, branches, social media, etc.). As a result, few institutions have been able to effectively bring the data together in a useful way. As bank marketers realize the benefits of sharing data across the enterprise, their customers will benefit from greatly improved interactions with their bank.

    Alex Johnson wrote an article about this called he Two Pillars of Modern Customer Acquisition. Link:

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