数据死锁：营销人员没有有效利用消费者数据.pdfVIP

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2018-01-15 发布于北京
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数据死锁：营销人员没有有效利用消费者数据.pdf

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Data Deadlock How UK and US marketers are using data in 2017, future trends and how that aligns with consumer thinking. Page 1 Contents 01 02 Use of marketing data Summary: The data – the state of play deadlock 03 04 Marketer 2017: Does not compute Creative or scientist? 05 06 What marketers find The death of privacy? the most difficult aspects to quantify 07 08 Personalization: Totally off-limits customized or creepy? 09 10 The right tools for the job The next five years 11 2017 data collection by marketers Page 2 Use of marketing data – the state of play The data tsunami. The data problem. Data overload. The marketing industry has many ways of describing the situation currently faced by marketers. However you describe it, one thing is clear; marketers are faced with customer data in quantities never before seen, posing a number of challenges for the industry. At the same time, consumers are becoming increasingly aware of, and concerned by, the wealth of data out there regarding them and their devices, and that this data is being used to target them with products. This report provides insights into how data is being used in today’s marketer-consumer relationship, in both