New eBook from Celebrus Technologies and Teradata Highlights Challenges and Benefits of Data-Driven Marketing

LONDON, April 28, 2014 /PRNewswire/ --

Celebrus Technologies, provider of tagging-free multi-channel digital big data software, and Teradata (NYSE), the leading analytic data platforms, marketing applications and services company, today launched a new eBook, Digital Marketing Insights for 2014, which highlights the challenges and benefits of data-driven marketing.

Recent market research conducted for the companies assesses trends in data-driven marketing and reveals that 70% of digital marketers believe that achieving a single view of the customer (SVOC) will provide improved marketing personalisation; but less than a quarter (21%) reported having actually achieved a SVOC.

"The research shows that organisations truly want to understand the journeys of individual customers as they interact across a multitude of different channels," said Ruth Gordon, director, Digital Marketing, Teradata. "This is a challenge for Digital Marketers as it requires not only the tools to capture these interactions, but also the advanced technology and skill-sets to analyse this data to achieve insight and drive actions."

The joint Teradata and Celebrus eBook highlights include:

• 80% of digital marketers believe that personalisation will be key to digital marketing success in next two years and 51% say it already is.
• 36% of digital marketers identified data storage and integration as their biggest data challenges, with only 39% currently storing all of their customer data in a single centralised data warehouse.
• 47% of respondents identified lack of time as the top barrier to better customer analytics.
• Surprisingly, given the proliferation of mobile devices, only about a quarter of respondents (27%) see mobile marketing as a priority.

"The 'always on, always connected' consumers of today are demanding more engaging and relevant content from brands and organisations. They expect to be communicated with as an individual and organisations that fall short of this are missing a key component of their customer engagement," comments Katharine Hulls, vice president, Marketing, Celebrus Technologies. "The results of this research reinforce the notion that the fast-paced, data-generating world we live in today requires organisations to have data collection and analytics capabilities on an unprecedented scale. We believe that every business has the potential to unlock the insights within their customer data and transform their digital marketing, as long as they have the right data foundations to understand their customers as individuals."

The eBook, which contains the survey results and practical advice, is available to download by clicking here.

Survey Methodology 

The Digital Marketing Insight Report 2014 was carried out by MyCustomer.com and is based on a European Survey of 115 marketing professionals working in a variety of industry sectors. The survey was live during November 2013. MyCustomer promoted the survey to in-target segments of its readership via email marketing and social media promotion. The research was intended to survey a broad cross section of sectors and company sizes with a bias towards marketing and data job functions. The research sample targeted the UK, France and German markets. For full details of the methodology and research results you can access a copy of the report here.

Contact:
Jenny Williams
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