The Drum Market Insight Report: Big Data Edition

The latest edition of The Drum’s Market Insight series has uncovered a disconnect between perceptions of brand marketers and consumers when it comes to fair use of data and the relevancy of their marketing.

Partnering with digital marketing suite Pure360, the research focused on marketer perceptions of brand trust, data use, and current attitudes towards segmentation and strategy.

Over 90 per cent of surveyed marketers feel that consumers trust them with their data. However, this is in stark contrast to the existing body of consumer research, which paints a far more pessimistic picture.

The full report examines:

• Measures of success
• Preferred data collection methods
• The drivers for collecting data and the key challenges faced by brands
• Personalisation practice and marketer concerns around data usage

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