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ID:8141724
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页数:20页
时间:2018-03-07
《数据死锁:营销人员没有有效利用消费者数据》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
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
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