How Marketers Use Actionable Data

Whomever said it first, many marketers may concur that half of their marketing efforts are wasted, they just don’t know which half.

In 2013, we’ve never been so data rich, but why are we often so insight poor? This week’s infographic from Monetate The Marketers Guide to Actionable Data examines what data marketers are collecting, where they struggle to use data effectively, the biggest obstacles to actionable data and tips for mastering it.

Tweetables

• 45% of companies don’t use data to personalize marketing communications
• 42% of marketers say they are not able to link data to individual customers 
• 39% of marketers say their own company’s data is collected too infrequently or slowly 
• 36% of marketers who say they have “lots of consumer data” say they don’t know what to do with it 
• Only 1 in 3 companies is confident in its ability to make decisions based on new data 
• Almost 1/3 companies say their marketing departments have too little or no customer data 
• Only 35% of marketers collect social media feedback from prospects and customers 
• Only 19% of marketers collect customer mobile phone/device data 
• 68% of customers base marketing budgets on “historical spending” 
• 60% of marketers say “brand awareness” is the only metric they use to measure ROI 
• 57% of companies don’t base their marketing budgets based on ROI analysis 
• 28% of companies base marketing budgets on “gut instinct”