The deluge of data from an ever-increasing number of channels and sources has opened up a wealth of new possibilities for businesses to reach out to their customers and prospects. To some, though, such volume has also proven overwhelming. Consider this: 47% of marketers of marketers claim to be “very confident” in their ability to analyze complex data, yet 64% believe that analysis should not be part of their role.
This reluctance to engage with data beyond its collection, particularly when so many marketers say they understand it, doesn’t appear to be the best approach. The same report found that over half (58%) of surveyed consumers believe they are inadequately targeted by marketing campaigns, with 83% saying they hate irrelevant ads and email marketing.