bluevenn-数据死锁：营销人员没有有效利用消费者数据（英文）-2017-20页

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

2、oquantify0708Personalization:Totallyoff-limitscustomizedorcreepy?0910TherighttoolsforthejobThenextfiveyears112017datacollectionbymarketersPage2Useofmarketingdata–thestateofplayThedatatsunami.Thedataproblem.Dataoverload.Themarketingindustryhasmanywaysofdescribingthesituationcurrentlyfac

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

4、taisbeingusedtotargetthemwithproducts.Thisreportprovidesinsightsintohowdataisbeingusedintoday’smarketer-consumerrelationship,inboththeUKandintheUS.Aremarketersmakingfulluseofthedataavailabletothem?Wherearetheygoingwrong?Whataretheystrugglingwith,andhowdoesthedatadelugemakethemfeel?Fina

5、lly,howdoconsumersfeelabouttheuseoftheirdata?Page3Summary:ThedatadeadlockMarketersarefeelingquietlyconfidentabouttheirabilitytoanalyzecustomerdatain2017.However,theyalsobelievethisisn’tnecessarilytheirroletodo,andtheamountoftimetheyspendanalyzingdatamanuallyisleavingthemfeelingoverwhel

6、med.Consumersarefeelingrestlessaboutthepersonaldatacollectedonthem,tornbetweentradingthebenefitsofgivingupdataandconcernedaboutwhatappearsasinvasiveand“creepy”marketing.ThereisalsotheloomingdeadlineoftheGeneralDataProtectionRegulation(GDPR)toface.Thesesignificantchangestodataprotection

7、lawsin2018willseeallmarketerswhohandlethepersonaldataofEuropeancitizenshavingtotakeafarcloserlookattheirdatacollectionprocessesandshowappropriatediligencetoprovethattheyareobtainingconsent.Marketersareatadeadlockwiththeircustomerdataandinordertoprogress,theirroleischangingfromcommuni