Report: Data drives marketing value

Indianapolis – Almost eight-in-10 (78%) marketers report feeling pressure to become more data-driven, but only a little more than a third of companies (36%) say they routinely use data-driven marketing to customize messages and offers, in order to improve customer experience and campaign performance. Teradata’s Data-Driven Marketing Survey 2013 also indicates within two years more than 80% of marketers will have implemented or begun projects that automate data quality, performance management and marketing workflow processes.



Teradata views data-driven marketing as the combination of collecting and connecting large amounts of data, rapidly analyzing it and gaining insights, and then bringing those insights to market via marketing interactions tailored to what’s relevant for each customer. Other data the study revealed about the state of data-driven marketing includes:

• Nearly 50% of marketers agree that data is the most underutilized asset in their organization, with less than 10% saying they currently use what data they have in a systematic way.

• Seventy-one percent of marketers say they plan to implement a big data analytics solution in the next two years.

• Just 18% of marketers say they have a single, integrated view of customer actions, yet it is one of marketers’ top priorities for future improvement.

• Seventy-five percent of marketers who try to calculate their return on marketing investment (ROMI) encounter problems, mostly in the lack of system integration.

• Forty-two percent of marketing executives agree that integrating the cross-channel customer experience is a top priority.

• Nearly 65% of marketers agree that silos within their marketing department prevent them from having a holistic view of a campaign across channels.

The Teradata Data-Driven Marketing Survey 2013 was conducted through a blind online survey of more than 2,200 marketers worldwide from individual contributors up to top executives between March 8 and May 4, 2013.