As more tools come out that help them gather data, marketers are upping such efforts. In Digiday and Neustar polling conducted in June 2014, 77% of US digital media and marketing professionals said they had increased their data collection process over the past year.
Why the rise in data collection? The study found that marketers were looking to better understand their customers—the most popular response, cited by 57%. To gather this information and form customer profiles, respondents had expanded the data types and quantity collected, gathering everything from location information to demographic, psychographic and social details. Read the rest at eMarketer.