HOW CONFIDENT ARE YOU IN YOUR ORGANIZATION’S USE OF “BIG DATA”?
Data rich, but insights poor – that is the current plight of marketers. Only 14% of marketers feel their team effectively uses the consumer, media, and transaction data available to them. Even more surprising, this represents a decrease in confidence from our 2014 report.
ACHIEVE OPTIMAL ALLOCATION & ALIGNMENT
Knowing consumers and where to reach them is essential to effective marketing. Nearly 50% of brand marketers, and over 65% of media and agency marketers ranked the ability to reach target audiences as a key factor in media budget allocation. However, only about half of media and agency marketers are confident they have an optimized media mix, while even fewer brand marketers do – only about 25%.