This month only: Save $100 on PRO with code OCTOBER »

Real-World Education for Modern Marketers

Join Over 608,000 Marketing Professionals

Start here!
N E X T
Text:  A A

Marketers Struggling With Social and Relationship Data

by   |    |  1,517 views

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.

Targeting Customers

  • 83% of marketers surveyed say they are effective at delivering targeted offers and messages using predefined triggers.
  • Customer profile and purchase history is the most used data input for creating targeted email campaigns (67%), followed by customer feedback/satisfaction information (59%), and point of sale transaction data (56%).
  • Less than half of marketers use Web browsing history (41%), social data (38%), and third-party attitudinal data (36%) to segment consumers.

Obstacles to Better Personalization

  • Respondents cited limitations in marketing tools (42%) as the No. 1 challenge that stands in the way of better personalized customer communications.
  • Fragmented marketing systems (34%) and poor data quality (34%) are No. 2 and 3.

Better Segmentation With Better Data

  • 86% of the marketers surveyed say they could do a better job with segmentation if they had better customer data.
  • Less than half of marketers are satisfied with their data quality (46%), multichannel campaign configuration (46%), and Web analytics integration (48%).

About the research: The report was based on a survey conducted between March and April 2013 of 100 senior marketers from mid-to-large ($10 million to over $1 billion revenue) B2C companies with online and offline sales models.


Join over 608,000 marketing professionals, and gain access to thousands of marketing resources! Don't worry ... it's FREE!

WANT TO READ MORE?
SIGN UP TODAY ... IT'S FREE!

We will never sell or rent your email address to anyone. We value your privacy. (We hate spam as much as you do.) See our privacy policy.

Sign in with one of your preferred accounts below:

Loading...

Ayaz Nanji is an independent digital strategist and the co-founder of Inbound ContentWorks, a marketing agency that specializes in content creation for businesses and brands. He is also a research writer for MarketingProfs. His past experience includes working for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji

Rate this  

Overall rating

  • Not rated yet.

Add a Comment

MarketingProfs uses single
sign-on with Facebook, Twitter, Google and others to make subscribing and signing in easier for you. That's it, and nothing more! Rest assured that MarketingProfs: Your data is secure with MarketingProfs SocialSafe!