23 December 2016

Only 20% of companies apply big data in their marketing strategies


Only 1 in 5 companies is able to apply the big data to their marketing goals. A reality that shows the report jointly produced by Econsultancy and Lynchpin, which also reflects that companies have been dragging this problem for some time. According to their data, since 2009, 60% of companies indicate that they are working to improve the management and analysis of these data; Have not yet succeeded.

One of the main problems they face is the large amount of data that is produced every day, a point in which also more than half of the companies participating in the study of Neolane and the DMA. It is a difficult volume to digest, if you do not have the right tools and resources.

Only 20% of companies apply big data in their marketing strategiesWhat kind of data do companies analyze?

The report shows an interest on the part of the companies to analyze the interaction of the users through the different channels (73%), together with the analysis of the activity recorded through social media (63%) and the engagement with The customers (60%).

60% use their CRM to know the average period of the cycle of their relationship with the customer (LTV).

53% show interest in knowing what the competition is doing.

Web analytics provides the most useful data

Although very few companies have a strategy to manage the big data, approximately 9 out of 10 (86%) of the 896 companies surveyed by Econsultancy recognize that it has been able to take advantage of the data provided by the web analytics. At least on occasion. Only 14% were against this statement.

Therefore, web analytics is the source of data where more resources are invested by companies. Thus, 30% of companies have at least one employee dedicated to this function, while 14% has a team of more than 5 people.

It is also appropriate to clarify, based on the conclusions of the study, that companies also seriously doubt the usefulness of the data they record from web analytics. Only 12% say they are convinced that all the information they provide has a practical application. At the other extreme, 1 in 3 companies consider that it can barely use 25% of the data it registers.

Do you analyze the big data in your company? What data do you provide the most relevant information?