Website analytics (49%) was the leading source for generating customer data among respondents, followed by email interactions (19%). Traditional media such as direct mail (8%) and print (1%) were seen by far fewer respondents as the best source of customer data, with SMS/phone analytics (8%) and display (3%) also relatively of less import.
Digital channels also are most popular for data-driven campaigns, according to those respondents, a fairly unsurprising result given that some marketers tend to feel that it’s easier to measure their digital marketing efforts than their traditional media campaigns. The channels most often used by respondents for executing digital marketing campaigns are: website (83%); email (72%); and social media (59%). A significant proportion also use insights from customer data to drive display and direct mail campaigns (each at 47%), but less than one-third use such data for their print (32%) or telemarketing (30%) campaigns.
About the Data: The data is based on survey of more than 700 top marketers from around the world.