Most marketers in the US are trusting their gut to determine the marketing spends finds out a survey. And the importance of using data is growing. Hail marketers.
There is a growing awareness of the need to use data in decision-making. According to the Adobe survey, which was conducted by ResearchNow, 39% of respondents used consumer data and behavior more last year to shape their marketing strategies. A larger share – 45% – hope to rely more on these data in the coming year. What’s more, 76% of marketers agreed that they need to be more data-focused to succeed.
Not surprisingly, those respondents from companies with high digital spend (25% of their budgets) are more likely than those from companies with low digital spend.
The online survey was conducted February 19-27, 2014 by ResearchNow among 1,004 US marketers. The results have a margin of error at the 95% confidence level, for the total sample, of +/-3.1%. Some 465 companies had high digital spend, while 153 had low digital spend.