Senior marketers say they have a formalized process for measuring the success of their local marketing campaigns, while another 37% use one only when the situation calls for it, per results from a new CMO Council survey. But when it comes to the types of local market data used to impact campaign performance, those same marketers appear to be too reliant on “hearsay data,” finds the study. For example, marketers are twice as likely to gather insights from field and business development teams as they are to examine online voice of customer listening and analysis (57% vs. 29%).
Similarly, marketers rely more on third-party market research about local markets and customer service feedback (each at 49%) than a combination of structured and unstructured customer profile data (31%). And only 6% partner with IT to aggregate data from across the organization. Read the rest at MarketingCharts.