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Customer-Centric > Data-driven

Improving the Customer Experience Proves The Top Opportunity for 2017 And Beyond

February 15, 2017

Improving the customer experience will continue to be a top opportunity in the coming years, according to a recent study [download page] from Econsultancy and Adobe. A leading 22% share of company marketers surveyed indicated that optimizing the customer experience would be their most important opportunity this year. Read more »

The Biggest Challenges to Contact Data Accuracy

February 10, 2017

Recent research indicates that marketing and sales measurement data continues to be a problem for marketers, and likewise that improving data quality is both the biggest challenge to marketing data success and the most important objective of a marketing data strategy. So what's the reason for inaccuracies? A study from Experian Data Quality [download page] offers some insights. Read more »

How Are Marketers Improving Data Quality?

January 26, 2017

The quality of marketing data - including measurement data - continues to be an obstacle for marketers. Indeed, while improving data quality is the biggest challenge to marketing data success, it's also easily the most important objective of a marketing data strategy, according to new research [download page] from Ascend2 and its Research Partners. So how are marketers trying to solve this problem? Read more »

Top 20 B2C Marketing Charts of 2016

January 23, 2017

From digital ad benchmarks to traditional media outlooks and the customer experience, our collection of 2016's top B2C marketing charts (we're breaking out B2B into its own deck this year - stay tuned) showcases some macro trends running through the industry while also paying heed to some of the more effective tactics being used by marketing professionals. Read more »

Which Emerging Market Research Methods Are Gaining Favor?

January 17, 2017

Emerging market research methods such as mobile surveys and online communities may no longer be deemed "emerging," having well and truly broken into the mainstream, according to the latest edition of the GreenBook Research Industry Trends (GRIT) Report. By comparison, despite some gains in use, methods such as neuromarketing and wearables-based research remain niche. Read more »

Marketing and Sales Measurement Data Cleanliness Remains A Challenge

January 16, 2017

Marketing is becoming more data-driven, but the extent to which such efforts can achieve results is very dependent on the quality of the data at hand. According to new research from Allocadia [download page], some companies have it figured out, but many are still struggling with messy or silo'd data. Read more »

Which Video Ad Targeting Methods Are Popular With Brands and Agencies?

December 27, 2016

Demographic targeting continues to be one of the more frequently used methods for targeting consumers via digital video ad campaigns, according to recent study results from Videology and Advertiser Perceptions. The survey of more than 300 brand marketers and agency advertisers found that demo and behavioral-based targeting were the two most popular targeting methods today. Read more »

Marketing-IT Relationship Reportedly Improving As Alignment on Business Goals Rises

December 16, 2016

More than 9 in 10 senior marketing and technology executives say that their relationships are more aligned on business goals than last year, including roughly one-third who said that their teams have much better alignment, per results from the 2016 CMO Digital Benchmark Study [download page] from Leapfrog Marketing Institute. Read more »

Marketers’ Top Digital Experience Goals Rest on Omni-Channel Engagement

December 15, 2016

Marketers are looking for their digital experiences in the coming year to be more comprehensive and connected and for them to tie the entire journey across both physical and digital engagements, according to a new report from the CMO Council and IBM. Study results suggest that integration of digital and physical experiences remains limited. Read more »

Marketers: How Much Will These Consumer Trends Impact You in the Next Decade?

December 5, 2016

nyamabrandsparkdapresy-most-influential-consumer-trends-in-next-10-years-dec2016The emergence and use of mobile devices is the consumer trend that North American marketers believe will have the greatest impact on their industries in the next 10 years, according to survey results from the New York American Marketing Association (NYAMA) and BrandSpark, in association with Dapresy. Read more »