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Individualized marketing is the future, says new study

Industry News | March 27, 2015 | By:

Teradata’s 2015 global marketing survey available for free.

Individualized marketing is the future, according to 90 percent of those responding to the recently published Teradata 2015 Global Data-Driven Marketing Survey, an international study into trends in the adoption of data-driven marketing. Teradata Corp., a data analytics and marketing application company, found that 90 percent of marketers want to move beyond segmentation to true one-on-one personalization in real time.

“Today, more than anything else, marketers want access to trustworthy, individualized insights based on credible data, so the expectations of every customer can be known, respected and met on a personal level,” says Darryl McDonald, president of Teradata Marketing Applications. The survey of 1,506 marketers in enterprises around the world across all industries is available for free. Other findings:

  • Challenges facing marketers include improving customer acquisition and retention (38 percent); proving support of corporate objectives (29 percent); and meeting regulatory compliance (26 percent).
  • Marketers have more than doubled their use of data-driven marketing in the past 18 months, with 78 percent using data systematically, versus 36 percent in the previous 2013 survey.
  • Only integrated marketing platforms can deliver the individualized insights and omni-channel experience marketers want.
  • Bringing marketing and technology together is now a strategic priority, with 84 percent agreeing that marketing and IT must be strategic partners, and 92 percent agreeing that integrating data across teams can improve customer service.

Source: Teradata

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