数据死锁：营销人员没有有效利用消费者数据

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1、DataDeadlockHowUKandUSmarketersareusingdatain2017,futuretrendsandhowthatalignswithconsumerthinking.Page1Contents0102UseofmarketingdataSummary:Thedata–thestateofplaydeadlock0304Marketer2017:DoesnotcomputeCreativeorscientist?0506WhatmarketersfindThedeathofprivacy?themostdifficultaspectstoquanti

2、fy0708Personalization:Totallyoff-limitscustomizedorcreepy?0910TherighttoolsforthejobThenextfiveyears112017datacollectionbymarketersPage2Useofmarketingdata–thestateofplayThedatatsunami.Thedataproblem.Dataoverload.Themarketingindustryhasmanywaysofdescribingthesituationcurrentlyfacedbymarketers.

3、Howeveryoudescribeit,onethingisclear;marketersarefacedwithcustomerdatainquantitiesneverbeforeseen,posinganumberofchallengesfortheindustry.Atthesametime,consumersarebecomingincreasinglyawareof,andconcernedby,thewealthofdataoutthereregardingthemandtheirdevices,andthatthisdataisbeingusedtotarget

4、themwithproducts.Thisreportprovidesinsightsintohowdataisbeingusedintoday’smarketer-consumerrelationship,inboththeUKandintheUS.Aremarketersmakingfulluseofthedataavailabletothem?Wherearetheygoingwrong?Whataretheystrugglingwith,andhowdoesthedatadelugemakethemfeel?Finally,howdoconsumersfeelaboutt

5、heuseoftheirdata?Page3Summary:ThedatadeadlockMarketersarefeelingquietlyconfidentabouttheirabilitytoanalyzecustomerdatain2017.However,theyalsobelievethisisn’tnecessarilytheirroletodo,andtheamountoftimetheyspendanalyzingdatamanuallyisleavingthemfeelingoverwhelmed.Consumersarefeelingrestlessabou

6、tthepersonaldatacollectedonthem,tornbetweentradingthebenefitsofgivingupdataandconcernedaboutwhatappearsasinvasiveand“creepy”marketing.ThereisalsotheloomingdeadlineoftheGeneralDataProtectionRegulation(GDPR)toface.Thesesignificantchangestodataprotectionlawsin2018willseeallmarketerswhohandlethep

7、ersonaldataofEuropeancitizenshavingtotakeafarcloserlookattheirdatacollectionprocessesandshowappropriatediligencetoprovethattheyareobtainingconsent.Marketersareatadeadlockwiththeircustomerdataandinordertoprogress,theirroleischangingfromcommuni