Study: Two-thirds Of Marketers Can’t Make Sense Of Their Data

Study: Two-thirds Of Marketers Can’t Make Sense Of Their Data

Senior marketers are struggling to organise and utilise the masses of data they have available without the use of AI-powered predictive technology, new research has revealed.

The study, titled The Next Wave of Digital Marketing is Predictive and conducted by Forrester Consulting on behalf of Rocket Fuel, found that 66 per cent of those surveyed said their customer and marketing data comes from too many sources to make sense of it, while 82 per cent said predictive marketing will be essential if they are to keep up with competitors in future.

Marketers surveyed agree that AI-powered, predictive marketing provides the solutions they are searching for, ensuring both ad performance and in-depth insights.

According to the study, 86 per cent of respondents said they plan to increase the use of AI to drive marketing insights in the next 12 months, while 80 per cent said they will use AI to deliver consistent, optimised, cross-device content.

In addition, 86 per cent said predictive tech will help them improve their personalisation capabilities, aiding creative optimisation.

David Gosen, general manager of the EMEA region at Rocket Fuel, said the study is evidence that brands will only thrive and survive if they implement AI-powered predictive technology.

“At present, just 30 per cent of marketers use their own data to understand the needs of the customer,” he said.

“In addition, 63 per cent of those surveyed said they find it difficult to personalise adverts due to a lack of insights.

“This has to change if brands want to reach individuals at the precise moment they are ready to respond to an ad, deliver the right message wherever consumers might be on their journey, and stay ahead of competitors.

“In a world where consumer attention is scarce and the channels and messages are aplenty, predictive marketing provides the answer for brands, marketers and media agencies, which must find a way to deliver always-on, intelligence-driven advertising at scale.”

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