Survey by Royal Mail and Data IQ on the use of customer data

We would like to share with you the attached survey by Royal Mail and DataIQ.

A chart on page nine shows how far we have traveled from the days when customer data was owned by IT; now the area of an organisation most likely to control customer data is Marketing.

Another finding is less surprising, but also very significant; in terms of factors seen as impacting campaign success, the two top ones are ‘segmentation and targeting’ and ‘quality of contact data’.

And when it comes to improving overall marketing performance with customer data, a quarter of organisations rank ‘better ways of analysing and modelling data’ as the biggest challenge, closely followed by ‘better quality customer data’.

There’s a great deal more of interest so please click here if have not seen it already.