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Recently, we launched Getting Digital Right 2015, our second annual look at the state of digital marketing. The study, based on input from more than 400 U.S. marketers spanning brands, media companies and agencies, uncovered the primary challenges and opportunities facing marketers today. In this three-part series, we’ll explore what it means when we say Getting Digital Right.

One key finding of the study is that marketers agree “using big data” is the top opportunity in 2015. But despite the fact that Big Data is a constant topic of discussion among marketers, only 14% expressed confidence in their organization’s ability to use the data available to them. Most surprisingly, this represented a 25-point drop from the Getting Digital Right 2014 study where 39% of respondents expressed confidence in their company’s ability to effectively use Big Data.

BRAND MARKETERS CONFIDENCE IN DATA USAGE WITHIN THEIR ORGANIZATIONS:
Research Tools Being Used to Influence Marketing Decisions

One piece of Big Data is the research that marketers employ to help influence their decisions. Among marketers, consumer behavior-based research is still the preferred research tool, with 67% usage. Further, nearly 70% of marketers expect their behavioral insights needs to continue to grow over the next three years. Audience measurement was the 2nd most-used research tool, utilized by 61% of marketers.

WHICH RESEARCH TOOLS ARE YOU CURRENTLY USING TO INFLUENCE YOUR MARKETING DECISIONS?
Research Tools Being Used to Influence Marketing Decisions

Still, what’s missing is the ability to link internal, research, and third-party data into actionable insights that can impact the bottom line. Marketers who are able to make those connections are bound to find success. Check back for the next post in this series, which will further explore details around measuring marketing ROI and the impact that has on decision-making.

For more information on Getting Digital Right 2015 and to download a copy of the study, click here.

We are also hosting a webinar on July 15 – you can follow the link to register here.

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