Most B2C marketers (53%) say they have an excellent grasp of transactional data such as consumers' purchase history, and 42% say they have a good handle on basic demographic information such as gender and age, according to a recent report by Yesmail and Gleanster.

However, far fewer marketers say that they have an excellent understanding of relationship data, including customers' level of participation in social media (20%), channel preference (21%), and household composition (27%).

Moreover, just 21% use events such as birthdays or having a baby to trigger automated campaigns.

Below, additional key findings from the report, which was based on a survey of 100 senior marketers from mid-to-large B2C companies.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji