更多數據,更多挑戰

數據驅動營銷

Big Data. I’m not sure about you folks but most of our clients are drowning in it. While the piles of data continue to accumulate, we typically find that most our clients aren’t handling some of the fundamental marketing strategies necessary to acquire, retain and improve customer value. Not only that, they struggle with a huge disconnect between IT and marketing. Just yesterday, I had to speak to one of our clients’ IT team to explain how popup blockers were inhibiting the ability for people to connect with the company socially because all of their social links were programmed to popup windows. I should not have to explain that… the IT team should have simply serviced the request.

根據本 2013年Teradata數據驅動的市場調查,營銷人員越來越依賴並使用常見,簡單且易於訪問的數據形式來推動其營銷活動。 實際上,有75%或以上的受訪者使用了客戶服務數據,客戶滿意度數據,數字互動數據(例如,搜索,展示廣告,電子郵件,網絡瀏覽)和人口統計數據,其中超過一半的用戶使用了諸如客戶參與度之類的數據(例如,產品使用情況或偏好數據),交易(例如,離線購買行為)或電子商務數據。

當今的營銷人員如何真正看待他們利用和利用大數據來產生可衡量的結果的能力? 深入研究數據驅動的營銷 Teradata的數據驅動型市場調查,2013年,全球結果圖表:

數據驅動營銷

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