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Technology The Drum Data

Research from The Drum and Tealium finds marketers frustrated with data capabilities


By The Drum Team, Editorial

June 9, 2016 | 2 min read

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The Drum has partnered with Tealium to publish the second tranche of our research into how marketers are using data, and the barriers they face in trying to push their data practices beyond the industry average.

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The next stage of our research focuses on Data Activation, and builds upon our previous Market Insight Report, The Pressures of Personalisation.

Our study examined data practice across four main areas:

1. Data collection, and barriers to effective collection

2. Connecting data across systems and internal processes

3. Actioning data in a meaningful way

4. Analysing collected data and the resources available for this process

Results suggest that many marketing professionals believe their data practices are just keeping pace with the industry average, with barriers linked to technology and talent blocking organisations from reaching their full potential.

Our results found that on average, over two fifths (44%) of the data which is collected by marketing teams is unable to be actioned – suggesting that marketing teams need to expand analytical capacity to keep pace with the volumes of data they are collecting.

Encouragingly however, our results show that those that invest in technology are significantly more confident in their ability to meet these data challenges. As an example, marketers employing a tag management system were significantly more likely to express confidence in their data collection efforts and customer view.

Download our Data Activation report to view the complete findings of our research, with full results and discussion on how brands are redefining the value exchange and engaging consumers to provide quality data.

Technology The Drum Data

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Tealium revolutionises today’s digital businesses with a universal approach to managing the ever-increasing flows of customer data - spanning web, mobile, offline...

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