Data-Driven Marketing Survey 2013

“71% of marketers plan to implement a Big Data analytics solution in the next two years”

Data-Driven Marketing Survey 2013 by Teradata offers in-depth look at some of the key issues pertaining to data-driven marketing. The survey results are based on responses from over 2200 marketers from around the world. The revenues of companies that took part in the survey are at least $100 million or above.

The survey revealed some interesting insights into the relationship between big data and the marketers. Surprisingly, 40% of marketers gave their department a grade of C or lower for using data to drive marketing. And marketers admitted to the truth that less than 10% of companies use the data they have in a systematic way. Demographic data (73%) took the top place with as the data that companies use most to drive marketing and transactional data was the least popular at 38%.

Today’s marketers have been able to harness and leverage big data to produce effective results.

58% of survey respondents see making more accurate decisions as a benefit of basing those decisions on data.

However, lack of funding proves to be a major impediment in implementing data-driven marketing with 35% of respondents listing it at the third biggest obstacle.

The fact that 30% of companies with revenue between $100 million and $500 million plan to add marketing data scientists in the next 2 years is a
positive development. 

The survey results are a mixed bag, pointing to the fact that marketers are definitely making inroads into taking steps towards adopting big data solutions, but one at a time…