Study: Marketers confused by Big Data

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Emeryville, Calif.—Big Data is confusing marketing executives and, as a result, it often is ineffective or ignored completely, according to a study by digital marketing company Lyris Inc. According to “Mind the Marketing Gap: Sizing Up Marketer and Consumer Perceptions,” conducted by The Economist Intelligence Unit, only 24% of marketers use data for actionable marketing insight. Overall, 45% of surveyed marketers said they lack the capacity for analyzing Big Data, and 50% said they have inadequate budgets for digital marketing and database management. Also, current personalization practices may be ineffective, according to the study: 63% of recipients of personalized marketing messages said the practice is so common that they have grown numb to it, with 70% saying “attempts at personalization are superficial.” The study was based on an online survey conducted in March that drew 666 respondents.
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