Archives by date

January 2015

State of Data Quality Continues to Worsen

January 30, 2015

Experian-State-of-Data-Quality-Jan2015Source: Experian Data Quality [download page]

    Notes: Despite all of the benefits attributed to data-driven marketing, data quality issues continue to persist, according to a new report from Experian Data Quality. In new survey results, Experian finds that US companies believe that 32% of their data, on average, is inaccurate, up from 25% a year ago. That's even higher than the global average, which has steadily risen over the past couple of years: in this year's study, respondents estimated that an average 26% of their data is inaccurate, up from 22% in 2014 and 17% a year earlier. Human error continues to be the main culprit, cited by 61% of respondents, followed by a lack of internal communication between departments (31%) and an inadequate data strategy (28%). Read more »

    Are Marketers Leveraging Data-Driven Insights For Their Top Priorities?

    January 30, 2015

    Teradata-Marketers-Ability-to-Leverage-Data-Insights-for-Priorities-Jan2015Source: Teradata [download page]

      Notes: Almost half of marketers report significant pressure to be more data-driven in their efforts, according to a recent report from Teradata, with this aligning with other research similarly showing that marketers are under pressure to become more analytic. The Teradata survey, fielded late last year among more than 1,500 marketers worldwide, also found that 87% consider data the most underutilized asset in marketing organizations, almost double the share (46%) feeling that way a year earlier. With a majority of respondents ascribed benefits to data-driven marketing such as more accurate (67%) and faster (59%) decisions, the study notes that marketers are currently most able to fully leverage insights from data for customer acquisition and retention (53%) and to prove marketing effectiveness by measuring outcomes and ROI (45%). Read more »

      Mobile’s Share of Facebook Ad Revenues Continues to Rise

      January 28, 2015

      Facebook-Mobile-MAUs-Ad-Revenues-Q32012-Q42014-Jan2015Source: Facebook [pdf]

        Notes: Facebook's advertising revenues grew by 53% year-over-year in Q4 to reach almost $3.6 billion, the social network reported yesterday. Mobile's share of ad revenues climbed yet again, to 69%, up from 53% during the year-earlier period. Some 64% of Facebook's 1.39 billion monthly active users accessed the site daily, with that figure unchanged from a quarter earlier. Nevertheless, that translated to 890 million daily active users (DAUs), of whom roughly 84% were mobile DAUs. Read more »

        Top US Markets by SVOD Penetration

        January 28, 2015

        Nielsen-Top-US-Markets-by-SVOD-Penetration-Jan2015Source: Nielsen [download page]

          Notes: Washington, DC and San Francisco are the leading US markets by subscription video-on-demand (SVOD) penetration, with 52% of households in each having access to Netflix, Amazon Instant Video or Hulu Plus as of November 2014. That's according to a recent report from Nielsen, which notes that 42% of US households have access to at least one service, with Netflix remaining easily in the lead (36% of households), ahead of Amazon (13%) and Hulu (6%). Some services are more popular in some markets than others: San Francisco (48%) edges Washington, DC (47%) in Netflix penetration, while Washington, DC (24%) takes the lead over Seattle (23%) in Amazon Instant Prime penetration, with San Francisco further back (18%). Seattle, meanwhile, has the largest share (9%) of homes with access to Hulu Plus. Read more »

          Which Day of the Week Nets The Highest Share of Search Ad Clicks?

          January 28, 2015

          Adobe-Global-Daily-Share-of-Search-Ad-Clicks-in-Q4-Jan2015Source: Adobe [pdf]

            Notes: Weekends tend to garner a greater share of search ad clicks on mobile devices than on desktops, finds Adobe in its most recent quarterly Digital Advertising Report covering Q4 2014. Indeed, almost one-third (32%) of mobile search ad clicks came on the weekend, with Sundays (17%) netting the largest daily share. By comparison (and not altogether unsurprisingly), weekends saw a lower combined share (27%) of desktop text ad clicks, with Monday (16%) seeing the largest daily portion. When it came to interaction rates on Facebook, though, Friday was best for likes and shares from brand Facebook followers. Read more »

            Customer Service Pain Points Still Driving Consumers Away

            January 27, 2015

            Accenture-Customers-Main-Reasons-for-Switching-Providers-Jan2015Some 53% of US customers surveyed last year reported having switched providers during the prior year due to poor service, according to a recently-released Accenture Strategy study. That 53% figure is up from 51% in 2013 and 46% in 2012, though the most recent study tracked switching behavior in an additional industry (health care providers), which may have had an impact on the results. Read more »

            Mobile Estimated to Represent More Than 4 in 10 US Organic Search Visits

            January 27, 2015

            RKG-Mobile-Share-US-Organic-Search-Traffic-Q32013-Q42014-Jan2015More than 42% of US organic search visits to US sites in Q4 2014 came from mobile devices, up from 31% share during the year-earlier period, details RKG Digital [download page] in its latest quarterly digital marketing report, which covers a cross-section of industry clients, though leans towards retailers. The study notes that iOS devices' share of mobile search traffic has declined, although they retain a commanding lead over Android devices. Indeed, iOS devices contributed twice as much organic search traffic share (27% share) as did Android devices (13%). Read more »

            Traditional Media No Longer Most Trusted For News and Information

            January 26, 2015

            Edelman-Most-Trusted-Sources-General-News-Info-Jan2015Traditional media is no longer the most trusted source of news and information around the world, according to the latest annual Edelman Trust Barometer. The study surveyed 6,000 "informed publics" aged 25-64 across 27 markets, finding that online search engines are now the most trusted source of general news. Search also widened its lead over newspapers and TV as the first source for general information and the source used by most to confirm and validate news. Read more »

            Top Retailers’ Shopping Cart Recovery Email Cadence

            January 26, 2015

            Listrak-Shopping-Cart-Recovery-Campaign-Cadence-Jan2015Source: Listrak [download page]

              Notes: Some 34.3% of the Internet Retailer Top 500 send shopping cart recovery emails in 2014, representing a 45.9% increase from a year earlier, according to Listrak's latest study of the top 1000 retailers' email tactics. Among these top 500, a plurality 47% sent only a single message, while more than one-quarter (26.3%) sent 3 or more. Among those sending a message, two-thirds sent the first within 24 hours of abandonment, including roughly one-quarter sending within one hour of abandonment. The most popular time to send the second message was within 24 hours of the first message, although those sending third and fourth emails tended to space them further apart. Read more »

              B2B Marketers’ Budget Allocations in 2015

              January 23, 2015

              Forrester-B2B-Budget-Allocations-in-2015-Jan2015Source: Forrester Research, Inc. 2015 [download page]

                Notes: B2B marketers will average an increase of 6% in their budgets this year, with 51% expecting budget increases as opposed to just 8% seeing decreases on the horizon, according to a Forrester Research survey of 132 North American B2B senior marketers. In-person trade shows, conferences and events will occupy the largest estimated share of their budgets, at 14%, followed by digital advertising and marketing (10%), content marketing (9%), websites (9%) and direct marketing (9%). But while there will be little change in event budgets (with 18% forecasting an increase versus 19% a decrease), digital advertising/marketing (48% increasing versus 4% decreasing) and content marketing (45% increasing versus 3% decreasing) are set for considerable spending hikes. Read more »