Big data has become a must for companies: knowing the consumer Marketers Expect better and their purchasing habits promises a heavenly future in which marketers will be able to make all their informed decisions to design much more effective campaigns. Today, data-driven marketing, the use of predictive analytics tools and segmentation are already very popular, but their use is increasing year by year.
Even so, when analyzing the practices that are carried out, few considered their companies as “Marketers Expect” in this field. Thus, although 91% of companies have databases with information about their Indonesia Phone Number List consumers, 89% segment data to better target campaigns, and another 89% measure the results of said campaigns (through a single channel), only half consider that they have mastered this subject.
On the other hand, there are still 18% of companies unable to measure the results of marketing campaigns through multiple channels and 34.3% do not buy data from third parties to complement their data in their marketing actions.
Of course, investment in data-driven marketing increases year after year. 56.3% of those surveyed had increased the budget for this purpose during 2015 (compared to the previous year) and there are still more (68.6%) who expect to increase it for 2016.
Of that investment, a vast majority goes to digital media: social media, web content, search and display ads have grown at a very rapid rate over the last year. Of course, the channels where the most investment is made are also those that are giving the highest returns: the effectiveness of social networks, web and display ads has increased more than that of any other channel.
But in addition to increasing spending on tools and infrastructure to carry out data-driven digital campaigns, spending on the data management and analytical tools themselves has also increased, albeit somewhat less.
The priority, placing the customer at the center
The desire to be “consumer-centric” is the factor that is driving this increase in the budget for data-driven marketing the most, followed (at a considerable distance) by the availability of new technologies and the recognition, on the part of the CEOs of the companies. companies, the possibilities of big data. In contrast, other factors are pushing companies back, such as excessive regulation on data security and consumer privacy (and also 48% of marketers believe that it will be even worse with future regulations), conditions economics of the moment, and the lack of expert professionals in this field.