INSIGHTS FROM UK + GERMANY MARKETERS
Only a decade ago, collating customer data was limited to a few sources, but the growth of digital channels has transformed the industry to the point where it is unrecognisable today. In fact, it’s projected we will accumulate 4.4 zettabytes of data by the end of 2019 (that’s 4,400,000,000,000,000,000,000 bytes), a figure that will soar to 44 zettabytes in just one year. So, with the amount of data accumulating at such a staggering rate, it is more crucial than ever to stay ahead.
For a CMO, data is a goldmine. Using the right technology data can provide real-time insights into preferences, tastes, behaviours and habits of their customer base that allow them to run more effective marketing campaigns. It’s also a critical tool for measuring impact and demonstrating ROI. But even as marketers are leveraging data and technology in more ways than ever before, are they really using it in the right way, and do they understand what it all means?
To shed light on the impact technology and data has had on the role of the marketer and what they need to anticipate for the future, Allison+Partners surveyed 500 marketing directors in the UK and Germany (250 respondents per country). The findings reveal that while marketers have made progress to become more data-driven, there are still numerous barriers to getting the most out of data.