Portland, Ore.—Marketers plan to increase their investments in data-related marketing initiatives this year, with a heavy emphasis on hiring, according to a report from Infogroup Targeting Services and Yesmail interactive.
According to the companies' report, “Data-Rich and Insight-Poor,”
68% of marketers said they expect their data-related expenditures to increase greatly or slightly this year, and only 3% said they would cut back in this area. Also, 56% plan to hire staff to handle data collection or analysis, with the most common position (20%) being data analyst.
The report also found that, while data insight is commonly used in support of digital campaigns, it's seldom used for offline, traditional programs. Also, 26% of marketers said they don't know when they last performed quality control on their customer data.
The report was based on a survey distributed via handheld devices to 701 marketers at conferences sponsored by the Direct Marketing Association and Forrester Research in October.