Three-quarters of digital media and marketing professionals are gathering data on current and potential customers, and 77% report an increase in data collection over the past year, according to an industry report [PDF] from Neustar and Digiday. Although a majority 57% of respondents indicate that their data collection efforts are more effective than they were last year, half are unable to link data to create individual customer profiles, and one-third are having trouble predicting the purchase behavior of their customers.
Even so, many report that the ability to target customers has improved, as has the impact of marketing campaigns. Fewer, though, said their ability to develop complete profiles of customers and prospects has improved. Read the rest at MarketingCharts.