Do you use data to support your marketing campaigns?
How much data do you collect about your customers?
Does thinking about data make you nervous? Do you know you should be collecting it but feel overwhelmed at the thought?
If so, you're not alone. An infographic from
Monetate explains how most marketers feel about data, the challenges they face when collecting it, and tips to better use data yourself.
One hundred percent of chief marketing officers say successful brands use customer data to drive marketing decisions, but 45 percent of companies don't use
data to personalize their marketing campaigns. Here are some reasons why:
Employees don't have the right skills or training (32 percent).
Organizations lack the budget or resources (32 percent).
Organizations have the wrong organizational structure (14 percent).
Companies lack the necessary tools or technology (10 percent).
Executives don't support it (9 percent).
To master data in your organization, the graphic recommends following these steps:
1. Compile all of the statistics.
Collect information from social media, website analytics, ads, email promotions-everything you can get your hands on. You want to create the most accurate
portrait of your customers as possible.
2. Appoint a data expert.
Select one person to manage how the company collects, stores and analyzes the data. This person can help translate the information to the rest of the
3. Share and analyze the data.
Share the data across departments so the right people can review, analyze and use the information.
4. Draw conclusions.
Keep an open mind and be willing to make changes to better fit your customers' needs.
[RELATED: Prove the ROI of your digital efforts after hearing these top-rated case studies in March.]
Check out the rest of the graphic for more:
(View a larger image.
Kristin Piombino is associate editor of Ragan.com.