Study: Companies fail to understand their customers

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Chicago—Four out of five companies don't understand their customers beyond basic demographics, according to a new study by Yesmail Interactive. According to the company's “Customer Lifecycle Engagement: Imperatives for Midsize-to-large Companies,” conducted with market analysis company Gleanster, only 20% of marketers have an understanding of their customers' level of participation in social media; 21% know customers' channel preferences. Less than half of marketers use data from sources that provide better targeting, including Web browsing history and online behavior (41%), social data (38%) and third-party behavioral and attitudinal data (36%), according to the report. The study was based on an online survey conducted in March and April of 100 marketers in various industries.
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