Data Challenges Have Created Significant Gaps in Marketers' Understanding of Consumers

A new survey released today by Lyris, Inc. (LYRI), a leading global provider of digital marketing solutions, and conducted by The Economist Intelligence Unit (EIU), shows that 45% of marketing executives are failing to use Big Data to understand consumers.

Despite the vast amounts of consumer interactive data available, the survey reveals a disconnect between marketing strategy and what is really influencing consumers. For example, 70% of consumers believe attempts at personalization are superficial and 63% of consumers claim that they have grown numb to it. The survey also indicates senior marketing executives fail to appreciate the most important channels influencing purchase and ROI.

Source: The Economist Intelligent Unit (EIU) Reveals Data Challenges Have Created Significant Gaps in Marketers' Understanding of Consumers - Yahoo! Finance