What Data Are Marketers Analyzing? - eMarketer

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What Data Are Marketers Analyzing?

Survey data and third-party research watched by fewer marketers

July 31, 2013

The importance of cross-channel activity keeps rising, with nearly three-quarters of companies worldwide analyzing interactions between different online channels, according to a survey by research firm Econsultancy and data consulting company Lynchpin. More companies also paid attention to social data in 2013, at 63% of respondents, up from 56% the previous year.

Types of Data Analyzed by Companies* Worldwide, 2012 & 2013 (% of respondents)

Fewer marketers were interested in customer survey data and third-party market research, suggesting that internal digital resources may be providing much of the info marketers are seeking.

That being said, 64% of marketers still paid for online surveys of customers, a slight 2-percentage-point decrease from 2012. Forty-four percent also paid for social listening tools, pointing again to the increased importance of social data.

Types of Analytic Tools Paid for by Companies* Worldwide, 2012 & 2013 (% of respondents)

And organizations reported putting slightly more resources to data analysis this year, with 45% of respondents dedicating two or more employees to the effort, up from 41% in 2012.

A Q1 2013 survey from CMO Council and SAS found that the greatest percentage of marketers worldwide—52%—said data helped them identify new business opportunities. Tied for second, 46% of respondents each said data helped them build out their customer profiles and aided them in creating actionable insights from the mass of information.

But excitement and investment in data still come with a caveat, as companies try to figure out how to implement the mass of information. According to the Econsultancy study, when asked what impact Big Data had had on their organization, the greatest percentage of respondents said, “None.”

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