Marketers Failing to ‘Know’ Customers

Paul AinsworthPaul AinsworthJuly 19, 20182min

Despite today being National ‘Get To Know Your Customers’ Day, three quarters (75 percent) of marketers admit they don’t actually know what they are looking for when analysing their customers’ data.

That’s according to research by experience management company Qualtrics, which surveyed 260 UK marketers.

The research found that marketers are struggling to effectively analyse data, with 87 percent saying that they don’t have time to perform the complex analysis needed to put their data in context.

Commenting on these findings, Ian McVey, Head of Enterprise for Northern Europe at Qualtrics, said:

Collecting data on customers is fruitless unless it’s used to achieve meaningful insights.

Marketers today have more tools than they’ve ever had before to take customer data and apply new machine learning and data analysis technologies to turn it into genuine customer insights. With the right technologies in place, businesses can develop ever deeper insights into their customers, allowing them to create products, offers and experiences that are tailored to them. To get there they need to gather the right kind of data, with a mix of operational and experience data, and the right tools to turn that into meaningful insights.”

 


Paul Ainsworth

Paul Ainsworth

Experienced Irish journalist and former newspaper editor now helming executive editorial duties with Customer Experience Magazine, the UK's premier online source for Customer Experience news, features, and opinion, along with its sister site, CXM World.




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