A new study commissioned by Forrester has found that just 27 per cent of marketers have holistic customer profiles that take account of mobile and other digital activities, raising concerns that the industry is failing to keep abreast of contextual data driven by the smartphone revolution.
The survey of 414 ‘marketing leaders’ further found that the majority of marketers also fail to systematically harness mobile analytics to generate insights, with 59 per cent of those that do only doing so to understand the performance of mobile marketing apps.
Forrester analyst Thomas Hudson explained: “Mobile data will power all marketing initiatives, across all channels, so smart marketers must get on board with the mobile data gold mine today. For those brands that cannot get consent for access to customers' sensor-generated data, they must turn to vendors that are integrating mobile data, or consider working with telecom players anonymizing mobile data.”
In an effort to drive change Forrester have published a blog detailing the short and long-term benefits afforded by mobile data.