Explore our Digital Marketing Strategy and Planning Toolkit

Data quality is affecting digital marketers use of audience data

Author's avatar By Robert Jones 30 May, 2017
Essential Essential topic

Chart of the day: Poor quality data is the reason for bad digital marketing campaign planning

Over 4 in 10 (43%) respondents to a survey by ExchangeWire Research and Xaxis said lack of quality data was the main reason for not using audience data when campaign planning for digital media.

Time was also a major obstacle, whilst small data sets, narrowing campaign audience too much and a lack of there being a central data repository were all big factors. Marketers are finding that too much targeting is narrowing the audience down too much. Privacy concerns were not a major issue when it comes to data use for digital campaigns.

Auhtor's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

This blog post has been tagged with:

Digital marketingMarketing planning

Recommended Blog Posts