Survey Reveals Marketers Are Struggling to Handle Big Data

“It is clear that our increasingly data-driven world is reshaping how marketers engage consumers,” said Linda A. Woolley, DMA’s acting president and CEO. “However, it is also clear that when it comes to the new rules and regulations of marketing data governance—most organizations simply are not prepared.

“DMA is the one source for the most current information about what is happening on the legislative and regulatory front. We provide advice and counsel to members, along with the most effective information and guidance on best practices, data governance and compliance,” Woolley added.

“Our survey shows that marketers are relying more on social media vehicles and location-based information to gain more insight into consumer behavior and drive successful digital marketing campaigns,” said Stephan Dietrich, president of Neolane. “While some organizations are planning to hire Data Scientists to manage customer data, not all have that luxury.

“Regardless of resources, all organizations need to consider a marketing technology platform that can both manage and analyze critical data. While having the right people and processes in place is essential, with the right technology marketers can independently derive value from big data to drive successful campaigns and immediate ROI,” continued Dietrich.

For more information, download the “Big Data: Impact on Marketing Organizations” report.

About DMA
The Direct Marketing Assn. is the world’s largest trade association dedicated to advancing and protecting responsible data-driven marketing. Founded in 1917, DMA represents thousands of companies and nonprofit organizations that use and support data-driven marketing practices and techniques.

About Neolane
Neolane provides the only conversational marketing technology that empowers organizations to build and sustain one-to-one lifetime dialogues, dramatically increasing revenue and marketing efficiency. Born digital, with best-in-class email and inbound-outbound channel fusion capabilities architected into a single code-based platform, marketers achieve results in record time. Neolane is easy to use for both power and casual users, but powerful enough to drive the most sophisticated marketing strategies.