December 2014 research by Econsultancy found that the most common use of data modeling was for attribution, among both client-side marketers and agency professionals worldwide, followed by calculating customer lifetime value. The survey by Experian and Dynamic Markets asked data management professionals worldwide about how they used a different data-related tool, predictive analytics. The most common purpose was to modify business processes, followed by entering new markets, driving marketing automation and predicting customer lifetime value.
Problems remain. For example, the data that helps the most isn’t necessarily the data marketers are collecting. Experian and Dynamic Markets found that websites were the most common channel data professionals used to collect information, followed by face-to-face and call centers. But when the same data professionals were asked about where they got essential data, their answers were different: Physical stores were most important. Read the rest at eMarketer.