Two-thirds of marketers say they are investing more in data-related areas in 2013, with most expecting to use findings gleaned from social media to drive campaigns in the coming year.
Marketers worldwide are continuing to invest in making sense of the surge of data produced by digital interactions with customers—68% said they will increase data-related marketing spending in 2013 and just 3% planned to decrease spending, according to a study by Infogroup Targeting Solutions and Yesmail Interactive.
So, what are marketers’ best sources of customer data? As of October 2012, 49% said website analytics, 19% said data from email campaigns and 12% said data arising from social media interaction. Other data sources included SMS/phone analytics, direct mail interaction and display analytics.
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