New Survey Reveals Database Marketing Strategies of Leading UK Businesses
DQM Group survey, sponsored by Neolane, reveals the customer data practices
and plans of marketers and their data departments and uncovers the challenges
TWICKENHAM -- March 14, 2013
Conversational marketing technology provider Neolane together with data
governance experts DQM Group, today announced the publication of a new ‘state
of the nation’ survey report into the customer database marketing strategies
of 144 UK organisations. The survey report is titled: “Where to Next – Current
and Future Trends in Data and Marketing.” It reveals that for these
organisations, their biggest drivers for data investment include gaining
better customer insight, improving marketing performance and enhancing
customer profile information through social media profile data.
According to the DQM Group report, sponsored by Neolane:-
*53 per cent of the survey plan to invest more into data during 2013, with
nearly 30 per cent maintaining their existing level of funding. A minority
(some 7 per cent) intend to make cuts.
*Prime among the drivers for investment are the linked goals of gaining
better customer insight (61 per cent) and improving marketing performance
(61 per cent). Close behind is the strategic goal of becoming more
customer-centric (59 per cent) and the need to integrate data across
channels (59 per cent).
*Although Big Data is being pursued strategically by just some 16 per cent,
33 per cent are now collecting social media profile information (e.g.
profile, likes and interests) with some 23 per cent collecting social
media transactions (such as wall posts, shares and comments). Nearly 8 per
cent now also collect location-based information.
*While nearly 62 per cent claim to already have a single customer view,
those that do not are planning to create it during 2013.
*Data and insight is being managed by a centralised, in-house team with its
own funding in some 50 per cent of cases, ensuring the visibility and
resource necessary to gaining access and benefit from data.
*Six out of ten companies already have a customer insight team, while half
have channel insight teams. This likely helps them drive value, by turning
data into actionable insight.
*Most see data governance as important – having processes in place which
ensure the appropriate usage, control, quality and security of the data
The survey respondents are from the subscriber base of DataIQ, DQM Group’s
journal for data professionals, and might reasonably be considered to be from
organisations advanced in certain data management disciplines. Thus the survey
results suggest which initiatives are gaining traction with practice leaders.
“Leaders in marketing data management demonstrate certain specific practices
that distinguish them from their rivals,” said Peter Galdies, development
director at DQM Group. “ The DQM Group survey, in association with Neolane,
provides invaluable help to any customer data or marketing professional
needing to understand trends and attract budget for improved data-oriented
As well as showing that marketers expect to invest more in data this year than
last, and their business drivers for doing so, the survey offers insight into
the extent to which best practices are being followed.
“Dealing with customer data volume, variety and velocity are some of the top
challenges facing today’s database marketers as they attempt to extract
insight and deliver value,” said Martin Smith, head of marketing at Neolane
UK. “The survey indicates the progress that leading marketing organisations
are making in building the necessary leadership, investment, people skills and
marketing technology bases necessary for success. It also shows the degree to
which they are binding this together with governance practices including for
data quality and security.”
Sponsored by Neolane, the survey results are discussed in a supplement to the
Spring issue of DataIQ. The full report is available at:
About DQM Group
DQM Group provides data governance expertise to the marketing industry. It
offers research, audit and consulting services to both protect and maximise
the value of its clients’ most important asset – their customer data. DQM
group’s expertise extends to all areas of data management, whether developing
effective data strategies, or addressing priorities in data security,
regulatory compliance, data quality and insight. DQM consultants help leading
brands including charities, media, telecoms and retail organisations
understand their data capabilities and what they need to do to move towards
optimal data governance. DQM Group has extended its research and data
intelligence capability through its range of Data IQ content products which
include DataIQ, in-depth industry research reports and regular events
including the annual Data IQ conferences held in May and October. Visit
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 400 of the world’s leading companies
including Alcatel Lucent, barnesandnoble.com, Sears Canada, Sephora Europe and
Sony Music. Visit www.neolane.com and read our blog The Cross-Channel
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names, or trademarks belong to their respective holders.
Harris Communications (for Neolane UK)
Phone: +44 (0) 1395 516 613
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