Despite a strong shift to digital, most marketers are still failing to use collected data for targeted campaigns, according to new research. The UK research, from Teradata eCircle’s ‘Data Driven Marketing Survey, Europe’ report, reveals that 55% of senior marketers in the UK reaching out to their customers across seven or more channels. However, almost […]
Despite a strong shift to digital, most marketers are still failing to use collected data for targeted campaigns, according to new research.
The UK research, from Teradata eCircle’s ‘Data Driven Marketing Survey, Europe’ report, reveals that 55% of senior marketers in the UK reaching out to their customers across seven or more channels.
However, almost half are failing to collect high volumes of in-depth customer satisfaction and engagement data (49%) to use in their tailored marketing campaigns.
Meanwhile, merely a quarter collect point of sale data (25%) and even fewer psychographic data (19%).
The research shows that the UK leads the rest of Europe when it comes to investment in marketing technology, with marketers spending 13.7% of their marketing budgets in the UK, compared to 11.7% across Europe.
Additionally only half of UK marketers are recognising the value of customer service and engagement data and web browsing behaviour.
In comparison, in Europe psychographic data – which incorporates customers’ personality, values, attitudes, interests and lifestyles – ranks far higher allowing European marketers to offer a more personalised brand experience to their customers, drawing on individual preferences and spending behaviour.
The research also highlighted a strong commitment by marketers across the UK to increase their investment in email marketing and social media management technology, and a smaller commitment to invest in mobile and SEO marketing. This highlights a trend to focus on more traditional and reliable forms of digital communication.
Teradata eCircle surveyed 210 marketing professionals ranging from CMOs and key decision makers to marketing managers and technology users across the UK. The study uncovered the challenges and trends in data-driven marketing adoption by European businesses and how marketers use technology to master them.
Volker Wiewer, Vice President, Teradata eCircle, International said, “The fact that the UK is leading the charge in investment in marketing technology across Europe clearly shows that British marketers are preparing for the future and are in the best possible position to deliver results for their businesses.
“Investment in technology is vital if marketers are to be able to improve efficiency and ultimately contribute to increasing their companies’ revenues. Our research clearly shows that marketers still need to realise the value of psychographic data, to adhere to best practice advice, and to offer their customers the tailored brand experience they expect. At the same time, companies must remain committed to investing in email and social media to communicate with their customers.”
Teradata Data-Driven Marketing Survey 2013, Europe
