<p>The 2017 data-driven
How advanced are marketers with
the use of data in marketing today?
Data-driven marketing survey
Most brands recognise the importance of data to their current and
future marketing success, yet they have only just scratched the
surface of what's possible.
"The brands that will rise above the rest, will be
those who can revolutionise their marketing
strategies with data-driven approaches before
their competitors do.
Knowing where to start can feel overwhelming,
however it isn't necessary to tackle everything
all at once. We recommend taking a strategic
approach to implementing data-driven marketing
techniques and new technology. This way brands
can take incremental steps forwards to set
themselves up for both now and the future."
Nick Evans, Marketing Practice Director, Jaywing
New tech, new streams of data
During 2017 the marketing industry
will go through significant change as
Artificial Intelligence (AI) and machine
learning are set to drive a new era of
marketing, fuelled by technology.
With the rise of these new technologies,
marketers have the ability to capture
more information about their customers
than ever before but are they making
the most out of this new data?
And if much of this technology operates
in separate silos the challenge will be
to make sure we connect audience
Marketing must be data-driven
In the age of the empowered customer
who expect brands to know what they
like and dislike based on their needs,
preferences and behaviours the ability
to consolidate this data from disparate
technologies will become a marketer's
greatest asset to drive insight and
improve decision making.
In reality though, brands are struggling
to get the most out of new technology
and all that customer data.
A steady shift to data-driven marketing
will deliver brands with opportunities
to deliver personalised and seamless
people-based communications to stand
out from the competition.
In this report