Mind the Data Gap

The biggest challenge facing marketers remains the same - acquiring new customers. Alongside it, a new challenge has emerged - how to analyse data and gain insight that drives marketing performance. While four in ten marketers struggle with the first issue, one quarter now say it is analytics that are the obstacle.

Meanwhile, a data gap is opening up post-GDPR. On average, available volumes of permissioned customer data have fallen at 14.2%. Having access to a larger volume of permissioned customer data is now seen as having the biggest impact on improving marketing performance at 23.6% in 2018, up from 14.3% in 2017. Yet 17.9% of firms make no use of compliant third-party data to help augment or enhance their databases.

This report by Royal Mail in association with DataIQ explores:

• Using customer data to improve marketing performance
• Customer data challenges
• Cleaning your customer data and causes of poor quality data
• Use of home mover data