In this day and age, many marketers exist in a paradoxical state: they’re data-rich but insights-poor. Marketers have an influx in customer data. However, having the ability to understand these vast amounts of information hasn’t necessarily kept the same pace. Marketers know they have to build more complete customer profiles and to connect the dots (i.e., apply insights) at the consumer level across multiple marketing channels. How do they plan on getting there?
That’s exactly what we asked. Yesmail partnered with Infogroup Targeting Solutions and surveyed 700+ top marketers at the DMA2012 Annual Conference and Forrester Research’s eBusiness Forum. We made some striking findings. For instance, 68% of marketers expect their data-related expenditures to increase in 2013. While this stat reveals most marketers are making data-driven strategy a priority this year, they’re all at different stops on the data train.