About two-thirds (68%) of marketers see web data as very important to customer analytics and 63% see it as very important to making decisions about marketing offers and campaigns, according to [pdf] a study conducted in Q4 2010 by Unica. Data from “The State of Marketing 2011” indicates a majority of remaining respondents consider both uses of web data somewhat important.
A higher percentage of respondents is currently using web data for customer analytics (50%) than to make decisions about marketing offers and campaigns (41%). Only 14% of respondents have no plans to use web data for either of these purposes, with most not doing so currently planning to do so in the next 12 months.
By wide margins, the highest percentages of respondents currently using web data to perform customer analytics (57%) and make decisions about marketing offers and campaigns (65%) say they are doing so “somewhat” effectively. However, only combined respective percentages of 19% and 15% say they are doing so somewhat ineffectively or not effectively at all.
When asked to select the top three of 11 potential barriers to integrating online and offline data at their organization, the highest percentage (52%) of respondents said existing systems and data are too disparate, followed by organizational structure, corporate culture or internal processes not being conducive (45%).
Interestingly, North American respondents were two-thirds more likely than European respondents (60% compared to 36%) to select systems/data disparity and about 50% more likely (50% compared to 34%) to select non-conducive structure, culture or processes.
Six in 10 marketers perform some level of interactive marketing, according to other study data which indicates 10% perform interactive marketing across all channels and 50% perform it across some channels. Of the remaining 40% not currently performing any interactive marketing, 23% plan to start in the next 12 months and 6% plan to start more than 12 months out, while 11% have no interactive marketing plans.
About the Data: 279 online and direct marketing professionals participated in Unica’s Annual Marketing Survey. North America represents respondents from the US & Canada. Europe represents respondents from eight European countries that are large technology markets. 179 surveys were completed using the large random research panels and 100 surveys were completed from Unica-supplied sample sources of customers and prospects. Online surveys were conducted in Q4 2010.
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