The Pursuit of Data-Driven Maturity report, based on a survey conducted by Econsultancy and Adobe, examines the extent to which organisations are investing time, expertise and budgets to make data-driven marketing a reality. The research also explores adoption levels for more advanced techniques, such as audience amplification and predictive analytics.

The report is based on a global survey of more than 3,600 marketers and ecommerce professionals carried out at the end of 2015.

The following sections are featured in the report:

  • Introduction
  • Building a data-driven strategy
  • The return on data
  • Moving to a whole customer view
  • Audience amplification: finding new customers with data
  • Understanding tomorrow’s customers with predictive analytics
  • Outpacing the competition

Findings include:

  • Most companies either have no formal approach whatsoever to using data in marketing programmes (23%) or are working towards a strategic approach, but haven’t arrived at one yet (51%). Only 26% of responding organisations have a solid data-driven marketing strategy in place.
  • The online/offline divide still exists in 60% of organisations surveyed and 83% struggle with merging their data points.
  • Only 7% of those surveyed exploit audience amplification as much as they can, while 13% are doing some work, aided by external support.
  • Less than a fifth (19%) indicate they have technology and processes designed to predict the needs and behaviours of customers and prospects.
  • Two in five (41%) report that marketing takes a back seat to IT/tech groups in managing its data, with 45% suggesting that marketing can’t make decisions on new technology investments.
  • More than two-fifths (43%) are not using mobile data in any meaningful way, while only a fifth collect data on how mobile affects the customer journey. Even smaller proportions are using mobile data for geo-targeting (17%) or uncovering differences between customers (16%).
  • A third (34%) of responding companies rely on individuals/teams separately managing point solutions and delivering insights to a central repository. At the other end of the spectrum, only 13% are using cloud-based technology that includes solutions across marketing goals.

Econsultancy’s Quarterly Digital Intelligence Briefings, sponsored by Adobe, look at some of the most important trends affecting the marketing landscape.

To access all of our premium content, including invaluable research, insights, elearning, data and tools, you need to be a subscriber.

Explore our subscription options and get instant access for you, your team and your organisation to a wealth of resources designed to help you achieve excellence in marketing.

View our subscription options