4 in 5 marketers surveyed at the DMA2012 Annual Conference and Forrester Research’s e-Business Forum last year said they plan to use customers’ social media data to drive marketing campaigns in other channels this year, according to Infogroup Targeting Solutions and Yesmail Interactive, who conducted the survey. This suggests a growing awareness of the cross-channel potential of social media data, which 12% of respondents at the Forrester conference tabbed as the best source for generating customer data.
Website analytics (49%) was the leading source for generating customer data among respondents, followed by email interactions (19%). Traditional media such as direct mail (8%) and print (1%) were seen by far fewer respondents as the best source of customer data, with SMS/phone analytics (8%) and display (3%) also relatively of less import. Read the rest at MarketingCharts.