99% of marketers believe in person-level measurement, yet just 42% execute it
Marketing Evolution has delved into the state of person-level data adoption among marketers today.
From a survey of 200 marketers and interviews with five decision-makers, it found that 99% of marketing leaders are considering a person-based approach, yet just 42% are able to execute it. Person-level data seeks to optimise every interaction by collecting and assigning data from any source to an individual.
The study also found that 71% of marketers are hampered by disconnected measurement approaches and tools. To put this into perspective, the organisations that were identified as mature in their approach to measurement were 14% more likely to have experienced at least 15% revenue growth in 2017 compared to their less-mature peers. Similarly, these firms were 27% more likely to say they have had fully met all of their business objectives.
80% of marketers said that access to person-level data would either improve or significantly improve their ability to execute on their high priority initiatives to grow revenue, improve marketing efficiency, and increase brand influence.
