According to new joint research published by B2B Marketing and Avention, just 21 per cent of B2B marketers believe their organisations are getting the most out of customer data; in addition, 67 per cent of the 100 B2B marketers surveyed in the ‘Can marketers see what’s coming next?’ report admitting to not extracting sufficient value from the data they have pertaining to customer purchases, preferences and activities.
Furthermore, regarding the reasons behind these failures, 34 per cent claimed to regret their lack of accuracy in the data sets; and 33 per cent said some of the data collected was not appropriately recorded.
Head of content at B2B marketing, Alex Aspinall, said: “This should be the primary concern for anyone struggling to make headway with the data challenge: disparate data sets are of use to no one.
He continued: “A concerted effort is required from everyone involved with the recording, analysis and retrieval of customer data within an organisation to be singing from the same hymn sheet. Inter-departmental alignment on data practices and processes must be established, and respected, if progress is to be made in this area.”
Download the full report here