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Data-Rich and Insight-Poor Survey: Marketers Planning to Turn Information Into Intelligence in 2013
 

Data-Rich and Insight-Poor Survey: Marketers Planning to Turn Information Into Intelligence in 2013

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As consumers increasingly share more information on digital and social channels, Big Data will become the major marketing challenge for 2013. To help you find the best way forward, we surveyed over ...

As consumers increasingly share more information on digital and social channels, Big Data will become the major marketing challenge for 2013. To help you find the best way forward, we surveyed over 700 marketers from the world’s best brands to find out how they plan to tackle Big Data

In this report, you’ll learn:
-Which channels generate the best customer data
-How top marketers plan to use real-time marketing data
-What are the biggest challenges of Big Data to marketers
-How marketing budgets and hiring practices are changing in response

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    Data-Rich and Insight-Poor Survey: Marketers Planning to Turn Information Into Intelligence in 2013 Data-Rich and Insight-Poor Survey: Marketers Planning to Turn Information Into Intelligence in 2013 Document Transcript

    • Table of Contents Executive Summary 3 Key Findings 4 A Look Back at 2012 5 A Look Ahead at 2013 5-6 Data Collection 7 Data Collection Implications for Marketers 8 Data Hygiene 9 Data Hygiene Implications for Marketers 10 Data Analysis 11 Data Analysis Implications for Marketers 12 Data Application 13 Data Application Implications for Marketers 14 Real-Time Data 15 Real-Time Data Implications for Marketers 16 Conclusion - Catching Up to the Speed of Customer Data 17 Key Takeaways 18 Survey Methodology 19 Thank You to the Contributors 20 About the Sponsors 21Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.2
    • Executive SummaryAs consumers share more information than ever before on digital andsocial channels, marketers are becoming data-rich and insight-poor.The exponential growth in available customer data can be overwhelming,and our ability to act on this information can’t seem to keep up.While marketers have been talking about the challenges and opportunitiesthat come with this information explosion for years, many companiesstill haven’t implemented effective data strategies. When it comes to bigdata, marketers need to go back to the basics and invest in building a solidfoundation for their operations.To discover how marketers plan to tackle big data in 2013, InfogroupTargeting Solutions and Yesmail Interactive surveyed more than 700 of thetop marketers in the world during the DMA2012 Annual Conference andForrester Research’s eBusiness Forum.1Here’s what we uncovered: • The impact of big data on budgets and hiring • The influence of data on marketing campaigns across channels • The future role of real-time data in marketing • The biggest challenges posed by data-driven marketingWe found that marketers have made strides in their ability to collectdata, but they’re still learning how to analyze it. While many companiesare effectively executing data-driven campaigns in single channels –particularly digital channels such as email – most haven’t figured outhow to apply insights at the individual consumer level across all customertouch points and connect the dots between multiple channels.In 2013, most marketers are ramping up spending on the people andtechnology that will provide the data-driven insights they need to helpthem understand their customers on a much deeper level across channels.Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.3
    • Key FindingsHere’s a look at some of the key findings from the survey:• 68 percent of marketers said they expect their data-related expenditures to increase in 2013.• 56 percent plan on hiring new employees to handle data collection or analysis, with the most common position being a data analyst/strategist.• Almost half of the respondents said analyzing or applying data will be their biggest data-related challenge in 2013.• More than a quarter of marketers can’t remember the last time they performed quality control on their customer data.• Almost 40 percent said they rarely or never customize their messaging by channel based on insights from customer data.• 83 percent plan to at least consider making greater use of real-time data in 2013.• The majority of marketers use insights from customer datato drive marketing campaigns across the single channels of:website (83 percent), email (72 percent), and social media (59percent).• Almost 80 percent plan to make greater use of customers’ social media data to drive marketing campaigns in other channels in 2013.Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.4
    • The most sophisticated marketers are already headed in this direction, building the necessary systemsand hiring the right employees and partners to start thinking holistically. These early adoptersknow that infrastructure and people are the keys to a successful transition to a multichannel centricapproach that will result in better targetings, more efficient campaigns and ultimately better customerretention and higher revenue.The majority of marketers plan to follow these trailblazers in 2013. Almost 70 percent of thosesurveyed at the DMA and Forrester conferences said they plan to increase their data-related marketingexpenditures this year, and only 3 percent said spending will decrease (Figure 1). Most marketers alsoplan to create data-related positions next year, with the greatest need being in the area of analyticsand strategy.A Look Back at 2012Marketers woke up to the importance of data-driven campaigns in 2012. The term “big data” enteredour vocabularies – which is likely to stay – and we started scrambling to figure out how it applies toour businesses.While many marketers began to make greater use of data to gain insights, the progress was largelylimited to tracking customer behavior in single channels. We’re collecting and analyzing moreindividual response data via email, for example, but the behavioral insights gained there typicallyweren’t shaping how we communicate with the same consumers through other channels.A Look Ahead at 2013This year, the major shift will be toward multichannel data analysis and application, combiningindividual customer data across all touch points to build more complete consumer profiles.“ As firms move from siloed, transaction-oriented systems tomore integrated, socially aware ones, they will face challengesrelated to customer data. ‘Big data’ is characterized byincreases in data volume, velocity, variety, and variability. Toimprove customer engagement, companies must invest insolutions to effectively manage big data.”“The Big Deal About Big Data For Customer Engagement” – Forrester Research, Inc.June 1, 2012Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.5
    • The survey findings tell us that mostmarketers plan to make data-drivencampaigns a priority this year, butcompanies are on different places inthe learning curve. Some are workingto improve multiple areas at once,while others are still trying to figureout collection and cleaning. A select grouphave already moved ontohigh-level analysis and application.Let’s take a look at each of these areasand outline the implications formarketers as data moves to the fore-front of our industry.Marketers tackling data onmultiple fronts at onceWhen respondents at the Forrester conferencewere asked about how they plan to improve theirdata methods, they identified analysis as the toppriority. But cleaning, collection and applicationwere also important, which supports theconclusion that marketers are in various stagesof implementation and plan to attack multiplefronts simultaneously.Do you plan on improving your customer datamethods in 2013? • Data analysis: 38% • Data cleaning: 31% • Data collection: 28% • Data application: 25% • No: 12%How do you expect your data-related marketingexpenditures to change in 2013?Figure 168%Increase∞ 20% Increase greatly∞ 48% Increase slightly6%Not determined1%Decrease greatly2%Decrease slightly23%Stay the sameSponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.6
    • Data Collection:Digital channels result in information explosionIn the history of marketing before the web, the few available channels were expensive, informationcouldn’t be captured efficiently or accurately, and ROI was vague. Digital technology has resultedin a drastic increase in the number of channels where the data is far more accessible andper-customer implementation costs are negligible.Websites, email and social media have become the dominant channels for generating customerdata, and traditional channels such as direct mail, telemarketing and print have taken a back seat,according to our survey (Figure 2). The reasons are simple: Digital channels make it much easier tocollect and apply customer data, quickly measure results, and lower the cost drastically.Based on conversations with senior decision-makers and a global survey of 60 clients, a recentForrester report titled “The Big Deal About Big Data For Customer Engagement” concluded that“as companies adopt new applications and approaches to cater to nontraditional touch points,they are faced with an explosion of information. This increase in data volumes poses a new setof challenges around information management and architecture.”2Implementing the right collection tools is the starting point for big data solutions. It’s also thefirst place marketers should start thinking about their customers in a holistic way.Which channel is your best source for generatingdata on your customers?*Figure 2 (*Forrester conference only)49%Website analytics19%Email interaction12%Social media interaction1%Print3%Display8%Direct mail interaction8%SMS/phone analyticsSponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.7
    • Implications for MarketersData collection has become much easier:Marketers have to engage with consumers in the channels where they are most actively sharingpersonal information, and companies must invest in the tools necessary to capture and storethat data across all channels. For instance, email can capture inferred and declared interests at anindividual level – tracking opens and click-through rates, driving customers to landing pages withforms, etc. – that can be stored and leveraged for analysis and targeting.Digital channels dominate:Digital channels currently provide the greatest ability to capture customer data and provideinsights. In particular, email platforms have automated, targeted trigger campaigns that allow forreal-time messages that can be personalized for the individual consumer. That makes email agreat starting point for marketers who are just learning how to execute data-driven campaigns.Don’t forget about traditional channels:While digital channels have caused offline channels, such as direct mail and telemarketing, to fallout of favor with some marketers, they should still be part of the mix. Marketers should bestriving to combine data from all online and offline touch points to build a more complete profileof every customer. They should also be testing different combinations of channels (email and catalog,for example, versus social and catalog), content and frequency of communications to see what drivesthe best response for each individual consumer. Data-driven campaigns most popularin digital channelsWebsites, email and social media are also the most popular channels for executingdata-driven campaigns, according to the survey at the Forrester eBusinessconference. Other channels are still in the marketing mix, but the built-in metrics andtracking in maturing digital channels make them hard to ignore.In which of these channels are you currently using insights from customer data todrive marketing campaigns for your company or typical client?• Website: 83 percent• Email: 72 percent• Social media: 59 percent• Display: 47 percent• Direct mail: 47 percent• Print: 32 percent• Telemarketing: 30 percent• SMS: 17 percent• None of the above: 2 percentSponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.8
    • Data Hygiene:Outdated customer information can get you into troubleWhile data collection has become much easier, performing quality control on that informationposes a much greater challenge. Proper maintenance requires weekly or at least monthlyupdates. However, it is a pervasive problem in the industry to see large companies sitting onyears of inactive files.Our survey found that almost half the marketers at the DMA and Forrester conferences performregular quality control, but 26 percent couldn’t even remember the last time they cleaned theirdata (Figure 3). More than a quarter reported cleaning their data either quarterly or annually,which is still rather infrequent.The Forrester report “How Dirty Is Your Data” supports our findings, where competitive intelligenceprofessionals admit they’re storing 10-plus years of transaction detail about their customers or severalmonths worth of cookie data. The report states that “most of this data is, at best, worthless and, atworst, risky to hold. Companies waste time and resources when they fail to purge data they nolonger need.”3We have become data hoarders – collectors who never throw anything out in order to make roomfor something of more value. Our findings indicate that a large segment of marketers are makingdecisions based on outdated, duplicate and junk data that could be in low-performing campaigns thatcost them customers and revenue.24%Weekly23%Monthly26%I can’t remember10%Annually17%QuarterlyHow often do you clean your customer data?Figure 3Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.9
    • Implications forMarketersMine existing data before chasingafter new customers:Instead of spending money to target prospectswith a 1 or 2 percent response rate, manycompanies would be better off cleaning theirexisting databases first to mine high-valuecustomer segments.Dirty data can get you into trouble:Relying on outdated customer lists can leadto email ISP blacklisting and privacycomplaints from consumers. This can causeeven loyal and engaged customers to missimportant messages that get blocked by spamfilters. Having an email service providerthat can build a life cycle strategy to engage,activate or retire old records is more importantthan ever.Updating your data makes youmore relevant to customers:Trying to build a marketing campaignaround outdated information is futile. Withclean data, marketers can make sense ofthe information and come up with moreprecise targeting, which then sets the stagefor analytics.Customer privacy a toppriority in 2013When it comes to protecting customer dataand privacy, 84 percent of the respondentsat the Forrester conference said it will be apriority in 2013. That’s critically importantgiven the increasing attention being paid tothis issue by regulators. For the 16 percentwho said it isn’t a priority, we hope thatmeans they already have a great securitypolicy in place.Do you plan on taking additional steps toprotect customer data and privacy in 2013?• Yes, it’s a top priority: 60%• Yes, it’s a low priority: 24%• No, it’s not a priority: 11%• No, it’s not in the budget: 5%“ For decades, businesses have collected customer data,ostensibly in exchange for some reciprocal value. But over theyears, their treatment of that data – from surreptitious captureto analysis to reselling – has become too liberal. As a result,consumers and legislators are calling for massive changes toorganizations’ data-collecting rights.”“How Dirty Is Your Data?” Forrester Research, Inc.April 19, 2012Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.10
    • 20%Data analyst / strategist11%Developer / programmer7%Data manager7%Data collection6%Data engineer / architect5%Executive44%Don’t plan on hiring Data Analysis:Get to know your customers across multiple channelsData collection and storage are becoming much faster and cheaper, which results in a fire hoseof data that exceeds our ability to comprehend it at the same speed. This makes an investmentin analytics a critical piece of the data puzzle.Companies are starting to allocate more resources to building out their data capabilities, especially inthe analytics phase. Not only do marketers plan to allocate a larger portion of their budgets to data-related expenditures in 2013, but more than half of those surveyed at the two marketing conferencesalso said they plan to hire for data positions this year (Figure 4). The greatest need appears to be in thearea of analytics, with one-fifth of respondents saying they plan to hire for those positions.There are good and essential collection and cleaning tools out there already, but it’s really the peoplewho make data work. Analysts are the ones who map the data back to the customers and figureout how to use it to target the most precise segment. However, only 14 percent of marketers feelthat they have effectively integrated data analytics across channels, according to the DMA StatisticalFact Book 2012.4It’s encouraging to see marketers are focusing on hiring in 2013, recognizing the role data will play inthe future by hiring analysts, as well as executives and managers, to oversee strategy.Do you plan on hiring new employees to handle oroversee data collection or analysis in 2013?Figure 4Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.11
    •  Implications for MarketersPut the right pieces in place:For many marketers, it’s challenging even to get to the point of analysis because of disparate andoutdated systems. It’s critical to invest in infrastructure that allows for deep insights and quickaction across multiple channels.It takes people to make sense of it all:Data systems and tools are good at providing structure and storage, identifying trends and runningpredictive models. But a human has to tell you what to do with the data and tie it back to the targetaudience. For the 44 percent of marketers who aren’t hiring, we expect they either already have theright people in place or they’ve established a partnership with a credible vendor.Customers expect you to know them:Consumers are overwhelmed by messages, so marketers have to become increasingly relevant andengaging. In exchange for their personal information, they expect to receive messages that reflecttheir interests. This point is proved time and time again when we look at response and engagementrates across email campaigns that are personalized and timely based on consumers’ behaviorand interests.Analyzing data will be the biggest challenge in 2013When we asked DMA and Forrester attendees what they expect to be the biggest challengein 2013 as it relates to the use of data, analysis and application were the clear winners. Atleast 20 percent of marketers cited one of those two areas as the biggest challenge.What do you think is the biggest challenge marketers will face in 2013 as it relates to theuse of data?• Analyzing data: 25 percent• Applying data: 20 percent• Cleaning data: 13 percent• Protecting customer data and privacy: 12 percent• Collecting data: 11 percent• Real-time data collection: 11 percent• Hiring qualified employees: 8 percentSponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.12
    •  Data Application:Optimize your targeting and messaging across channelsThe application stage is where data comes full circle. This is where the insights gleaned from analysisget executed. Yet it’s equally important to measure results on an ongoing basis and adjust strategyaccordingly. With the right systems and people in place, the data continues to improve sotargeting and messaging become more optimized and refined over time.Almost 40 percent of the marketers surveyed at the DMA and Forrester conferences said they rarelyor never use customer data to customize messaging by channel (Figure 5). That’s troubling becausecustom channel messaging is the most basic level of segmentation – customizing campaigns forindividual consumers requires the ability to drill down even further.15%Always46%Often8%Never31%RarelyOnce a campaign is executed based on data-driven insights, the results should be constantlymeasured, reported and applied. This is important not only because it results in better futurecampaigns; it also measures return on investment and justifies future spending to senior executives.Yet 57 percent of companies are not basing their marketing budgets on ROI analysis, according tothe 2012 BRITE/NYAMA Marketing in Transition Study.5At the same time, 70 percent said theirmarketing efforts are under greater scrutiny than ever. A critical piece of the application phase ismeasurement; without results, it’s difficult to continue to secure additional data-related resources.How often do you customize your messaging for each channelbased on data insights such as demographics?Figure 5Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.13
    • Implications for MarketersProvide a consistent, relevant customer experience:A highly optimized data-driven campaign uses customer information from each channel to targetconsumers with messages specific to their individual needs and interests. When insights areapplied across channels, each customer has a consistent experience regardless of medium.Learn from each campaign:Marketers should be continually analyzing and learning for the next campaign. For example, emailprovides great lessons through business intelligence tools such as automated testing and real-timecampaign optimization, as well as regular trending analysis reports. At the end of any campaign, allmarketers should know their customers better and be able to target them more effectively the nexttime around.Prove ROI to justify the investment:Not only does the application stage make future marketing campaigns better; it also provides metricsthat show executives the value of data and makes them more likely to invest in future infrastructureimprovements or hires. Digital channels such as email and websites have been very successfulin showing ROI. Marketers should be justifying investments in a similar way across all channels forevery campaign. Social media data becoming more importantAlmost 80 percent of the respondents at the Forrester conference said they plan to makegreater use of social media data to inform campaigns in 2013, which implies that mostmarketers are starting to realize the importance of integrating data insights across allchannels.Do you plan to use customers’ social media data to drive marketing campaigns in otherchannels in 2013?• Yes, we plan to further integrate social data: 42 percent• Yes, we plan to start integrating social data: 36 percent• No, we don’t plan on integrating social data: 16 percent• No, we don’t know how to integrate social data: 6 percentSponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.14
    • Real-Time Data:Rethink your underlying systems and business modelBy now, most marketers have picked up on the enthusiasm around real-time data. More thanhalf of the survey respondents at the DMA and Forrester conferences said they have alreadystarted implementing real-time data and plan to make greater use of it in 2013 (Figure 6). Another30 percent said they plan on using it for the first time or will start considering it.A survey conducted by DMA found that 58 percent of marketers can neither assess nor segmentincoming customers in real time.6One quarter of companies can assess and segment incomingcustomers instantaneously, while another 17 percent have the ability to instantaneously assess butnot segment. It’s obvious that marketers realize the importance of real-time data, but many don’tyet have the ability to make widespread use of it.In 2013, there will be much more focus on the role of real-time data in marketing, with manycompanies conducting trials and experiments. As companies continue to build out their datainfrastructure, more marketers will be looking at how they can respond to their customers’ changinginformation across multiple channels instantaneously. How do you plan on using real-time data inyour 2013 marketing campaigns?Figure 653%We plan to makegreater use of it11%We plan on usingit for the first time19%We plan to startconsidering it2%We can’t afford touse it4%We don’t knowhow to use it11%We don’t plan onusing itSponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.15
    • Implications for MarketersReal-time data will force business model changes:Most businesses will have to become more nimble and agile to work with real-time data. Thatlikely means significant system improvements and a shift in the underlying business modelto accommodate speed.Figure out where it fits into the consumer buying cycle:Many marketers aren’t exactly sure how to apply real-time data to their businesses. With somany steps in the consumer buying cycle, the challenge becomes where to inject real-timedata to have the most impact. Again, email provides some great examples of best practices,such as using website analytics to provide relevant and timely messaging to drive the nextpossible customer action or deeper engagement.Work toward implementing real-time data across multiple channels:There are some easy ways to implement real-time data in individual channels, such as emailtracking and remarketing. However, the real opportunity lies in using real-time data across allchannels, ensuring a consistent message and strategy in an integrated campaign that becomesmore optimized over time. That’s the zenith of multichannel marketing – responding inreal-time to ever-changing consumer data across all customer touch points. Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.16
    • Conclusion:Catching Up to the Speed of Customer DataWhile the growing number of digital channels has resulted in more available customer data thanever, the sheer volume of information can leave marketers scrambling to make sense of it all.Many companies have tools in place to collect and store customer data, but that information onlybecomes useful and profitable with regular maintenance, analysis and application.Our survey at DMA2012 and Forrester eBusiness conferences found that most marketers realize theystill have work to do, and they’re starting to invest in the processes, people and systems required toimplement an effective data strategy. It’s critical that they take a disciplined approach to building outtheir capabilities in order to slowly but surely make connections between different types of data –such as digital, transactional, postal and demographic – across multiple channels.Marketers can get started by working with a trusted partner who understands how to implement adata-led, analytics-driven, technology-enabled strategy. With a methodical, intentional approach toputting the right pieces in place, big data doesn’t have to be overwhelming.Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.17
    • Key Takeaways • Invest in the right systems and people: For the 68 percent of marketers who say they plan to increase their data-related expenditures in 2013, they should be focusing on building an integrated, multichannel platform and hiring experienced employees who can analyze data and apply insights. • Perform regular data maintenance: While it’s encouraging that 47 percent of marketers clean their data weekly or monthly, it’s troubling that 26 percent said they can’t remember the last time they performed quality control. Customers expect to be targeted with relevant messages, and dirty data can get marketers in trouble quickly. • Move beyond data collection to more sophisticated analysis: While digital channels have made it easier to collect customer data, 45 percent of marketers identified analyzing and applying data among the biggest challenges they will face in 2013. Only 11 percent said data collection will be their biggest challenge. These findings reinforce the need for investments in infrastructure and employees on the analytics side. • Apply data insights across all channels: It’s time to start thinking holistically. Marketers should be moving toward platforms that integrate individual data from all sources to build more complete customer profiles. • Figure out where real-time data fits: This will be a huge area of focus in 2013, with 83 percent of marketers saying they’re at least thinking about how to use real-time data in their campaigns. In some cases, companies might have to shift their underlying systems and business models to respond more quickly to real-time information. • Start now with digital channels and existing data: Many digital channels have already matured and can be easily implemented to drive multichannel communication strategies. Marketers shouldn’t wait until the perfect solution is in place – or else they’ll wait forever. They should start now by building cross- channel test plans and utilizing tools such as multi-variant email testing, which provide real-time automated optimization, and leveraging existing data to learn even more about their customers.Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.18
    • Survey MethodologyInfogroup Targeting Solutions and Yesmail Interactive surveyed 701 marketers attending theDMA2012 and Forrester Research conferences in 2012. The survey was administeredin person using handheld devices. DMA2012 took place from Oct. 13-18 in Las Vegas, Nev. TheForrester Research conference, Seizing Opportunity From Digital Disruption: A Forum ForeBusiness & Channel Strategy Professionals, took place Oct. 25-26 in Chicago.Footnotes1 Seizing Opportunity From Digital Disruption: A Forum For eBusiness & Channel Strategy Professionals, Oct. 25-26, 20122 Forrester Research, Inc., “The Big Deal About Big Data For Customer Engagement,” June 1, 20123 Forrester Research, Inc., “How Dirty Is Your Data?,” April 19, 20124 DMA, “Statistical Fact Book 2012: The Definitive Source for Direct Marketing Benchmarks,” February 20125 Columbia Business School and New York American Marketing Association, “Marketing ROI in the Era of Big Data: The 2012 BRITE/ NYAMA Marketing in Transition Study,” 20126 DMA, “Statistical Fact Book 2012: The Definitive Source for Direct Marketing Benchmarks,” February 2012Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.19
    • Rohit Chowdhury,Vice President of Content Acquisition, InfogroupRohit Chowdhury spearheads Infogroup’s data content acquisition team, managing contentacquisition strategy, selecting vendors and creating strategic alliances. He is located at Infogroup’sheadquarters, Papillion, Nebraska. Rohit has over 10 years of working with data, sourcing, processesand operations. Prior to this role, he was Director of Database Operations where he managed vendorselection, and test pilots for consumer-related projects resulting in much higher quality content.Before becoming Director of Database Operations, he was Manager for Internet Marketing atInfogroup, developing and launching SEM advertising programs, email marketing campaigns andresearching and recommending re-designs for the website.Lynn Dusek,Vice President of Customer Strategy, Yesmail InteractiveLynn Dusek leads Yesmail’s Customer Strategy group of highly experienced marketing consultants.The Customer Strategy Team’s focus is to create marketing strategies and solutions that drivedeeper brand engagement and rich customer experiences by connecting data insights, creative andconsumer interactions. During her tenure at Yesmail Interactive, she has created industry-recognizedmarketing programs, provided thought leadership on topics such as CRM and data analytics andbeen a key driver in the evolution of the Yesmail Professional Services Team. She has over 15 years ofmarketing experience in working with top global brands such as IBM, Intel, Coca-Cola and Microsoft.Thank you to the contributorsWe would like to thank Rohit Chowdhury for his data-related contribution and for the title of thisreport as well as Lynn Dusek for her digital-related contribution.Sponsored by Infogroup Targeting Solutions and Yesmail InteractiveData-Rich and Insight-Poor:Marketers Planning to Turn Information Into Intelligence in 2013pg.20
    • Infogroup Targeting Solutions helps companiesincrease sales and customer loyalty throughanalytically driven consumer and business dataand database marketing solutions. With exclusiveaccess to the Data Axle™, we build multichannelsolutions using contextually relevant informationon 235MM individuals and 24MM businesses.For more information on Infogroup TargetingData-Driven Services and Solutions,please call 1.866.872.1313,or email us at ITSinfo@infogroup.comor visit www.infogrouptargeting.com.Infogroup enables its clients –from localbusinesses to the Fortune 100 – to increase salesand customer loyalty through its high-valuedata and innovative multichannel digital andoffline targeted marketing solutions.Our proprietary Data Axle™ of contextuallyrelevant real-time information on more than 235million individuals and 24 million businesses isat the core of what we do.For more information visit www.infogroup.com.Both Infogroup Targeting Solutions and Yesmail Interactive are Infogroup Companies.We power intelligent customer interactions. Wegive you the insights to recognize and understandyour customer to deliver contextually relevantdigital communications- while respecting theirpreferences and privacy. We help marketersevolve their customer relationships throughintelligent interactions via technology, insightsand services in a near real-time multichannelenvironment. We help you compete in the age ofthe customer.For more information, call 1-877-YESMAILor visit www.yesmail.com.About the SponsorsInfogroup Targeting Solutions and Yesmail Interactive