Only about 1 in 2 global marketers systematically or routinely use data when making decisions, per research from Teradata. What are the others missing out on? Teradata’s survey (download) presented respondents with a list of potential benefits from using data in decision-making, asking them to rate their agreement. The top benefit from the list is the ability to achieve optimal customer response, cited by 53% of respondents.
The researchers tie that benefit to the use of personalized marketing. While there’s some debate over how much consumers embrace personalized marketing messages, 59% of the marketers surveyed by Teradata believe that personalized marketing is a high priority for the future. That feeling is highest among retail and e-commerce marketers (71%), with telecom/utilities (66%) and financial services/insurance (61%) respondents also keen on the prospects of personalization. Read the rest at MarketingCharts.