April 26, 2018

Challenges that Prevent US Marketers from Making Better Use of Customer Data, Feb 2018 (% of respondents)


According to February 2018 survey data, the challenge affecting the most US marketers from making better use of customer data was analysis, impacting 54% of all respondents. Marketers also identified access (46%), segmenting data quickly (43%), and unifying data (41%) as other problems.


Data was provided to eMarketer by Blueshift.


Data is from the April 2018 Blueshift and TechValidate report titled "Activating Customer Data for AI Powered Marketing." 200 US marketers at 198 companies were surveyed online during February 2018. 30% of respondents were from small businesses, 39% from medium enterprises, 9% large enterprises, 9% government, 9% nonprofit, 4% education and 2% other. Blueshift is an AI-first platform for cross-channel marketing. TechValidate, a SurveyMonkey company, is a customer content creation platform.