Marketers today are swimming in data however they are “grappling to use it effectively” according to an Experian study which found 30% don’t understand their customers' behaviour.
More than 20% of the 200 surveyed marketers said ‘understanding their customers’ was a key challenge while the biggest challenge by far is in data collecting and managing structured and unstructured data.
Georgia Lennon, marketing director A/NZ for Experian Marketing Services, said in the report “marketing professionals are struggling to clearly identify their best customer and can feel overwhelmed by the volume of big data at their disposal”.
“Marketers may have a wealth of data at their disposal, however; they are grappling to use it effectively to inform their marketing strategies, including which channels are delivering the greatest return on investment,” the 2014 Australian Digital Insights report stated.
Cross-channel marketing is a focus for local marketers this year as 89% said they will look to use more than three channels in their communication campaigns this year.
However, the lack of a single customer view was identified as a key challenge by 24% of those surveyed and a barrier to cross-channel marketing campaigns.
The top three channels the marketers said they would focus on this year are website, email and search marketing.
Their brand’s website was selected as the most important channel this year by 73% of those surveyed followed by email (60%).
The study is released today off the back of the Global 2014 Digital Marketer: Benchmark Trend report which was also released today and available here.