Neolane and DMA’s Survey Reveals Marketing Organizations Struggle to Handle
With Emerging Channels Generating Volumes of Data, Results Show 60 Percent of
Respondents Do Not Have a Proper Strategy in Place
NEWTON, Mass. -- January 15, 2013
Conversational marketing technology provider Neolane, Inc. announced the
results of its survey conducted in Q3 2012 with The Direct Marketing
Association (DMA). The survey of more than 250 respondents, spanning mid-level
and executive-level marketers in a wide range of industries, revealed that
many are struggling with managing Big Data and must implement changes to make
better use of their customer information.
Overall, many are ill-equipped to handle the influx of growing data and are
behind in planning for tremendous growth. Sixty percent of those surveyed
noted that they do not currently have or are unsure if their company has a
specific strategy for handling the challenges of Big Data. More than half of
respondents indicated that they are augmenting their marketing team and
investing in new technology to handle the influx of customer data.
Additionally, 81 percent of those surveyed feel that they are either somewhat
or not very prepared when it comes to the new rules and regulations of
marketing data governance.
Analyst firms agree that Big Data is going to change how organizations will
spend their IT budgets as this growth will create new opportunities that they
need to address.
According to an October 2012 Gartner press release titled “Gartner Says Big
Data Creates Big Jobs: 4.4 Million IT Jobs Globally to Support Big Data By
2015,” worldwide IT spending is forecast to surpass $3.7 trillion in 2013, a
3.8 percent increase from 2012, with Big Data at the forefront of this
Marketers Embrace SoLoMo
Although marketers are struggling with managing Big Data and meeting new
regulations, the survey indicates that they are embracing SoLoMo marketing
strategies that help generate new data:
*62 percent of marketers leverage social media profile data (e.g., profile
ID, likes, interests), while 62 percent utilize social media transactions
including wall posts, shares and comments in online campaigns.
*Opportunity still exists for marketers in mobile, specifically in
accessing location-based data in mobile campaigns as only 23 percent of
survey respondents noted they are currently using this data.
*Overall, 50 percent of marketing departments say that skill sets are
changing, especially with the growth of these social and mobile channels.
Therefore, they are considering employing Data Scientists to handle the
influx of customer 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 – and the most effective information and guidance on best
practices, data governance and compliance.”
“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, Neolane, Inc. “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
For more information on the Neolane and DMA Big Data survey, please view the
infographic and “Big Data: Impact on Marketing Organizations” report.
About Direct Marketing Association (DMA)
The Direct Marketing Association (www.the-dma.org) 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.
In 2012, marketers — commercial and nonprofit —will spend $168.5 billion on
direct marketing, which accounts for 52.7 percent of all ad expenditures in
the United States. Measured against total US sales, these advertising
expenditures will generate approximately $2.05 trillion in incremental sales.
In 2012, direct marketing accounts for 8.7 percent of total US gross domestic
product and produces 1.3 million direct marketing employees in the US. Their
collective sales efforts directly support 7.9 million other jobs, accounting
for a total of 9.2 million US jobs.
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, withbest-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. Future proof, Neolane has a track
record of enabling its customers to adapt to new customer engagement
challenges and exploit opportunities more quickly than their
competition.Neolane is used by more than 350 of the world’s leading companies
including Alcatel Lucent, barnesandnoble.com, Orange, Sears Canada, Sephora
Europe and Sony Music. Visit www.neolane.com and read our blog The
Copyright © 2012 Neolane. All Rights Reserved. All other brand names, product
names, or trademarks belong to their respective holders.
Photos/Multimedia Gallery Available:
PAN Communications for Neolane
Kyla Ruane, + 1 617-502-4300
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