Top challenges marketers face in data collection and analysis

The biggest challenge facing brand marketers is their inability to reach "potential" customers, according to a recent survey by SAP Mobile Services. The survey, conducted at the Mobile Marketing Association (MMA) Forum New York held this month, found that 55 percent of marketers surveyed felt that while they had insights on their existing customer base, to grow their businesses they would need greater access to insights on potential customers. More survey respondents also reported using mobile (86 percent) and online (73 percent) channels for sales, while just 41 percent said they depended on physical storefronts and 22 percent reported using catalogs.

Collecting Consumer Data

The majority (57 percent) of respondents indicated the quality of their current data collection and analytics capabilities was average or below average. In terms of data collection tactics, nearly three in four (73 percent) respondents reported using surveys and polls to obtain consumer insight and behavioral information. Also popular were post-purchase questionnaires, used by 47 percent of those surveyed.

Gauging Customer Experience In-Store and On the Go

Nearly a quarter (24 percent) of marketers said they found it challenging to find out what appeals to customers within their stores. When asked to rank what information would be valuable to their brands' marketing or advertising campaign strategies, respondents ranked the demographics of customers visiting retail locations as most valuable followed by information on what types of mobile devices customers own, such as tablets, smartphones or feature phones. Marketing respondents also reported that knowledge of the mobile sites their customers visited would be useful to shaping their marketing campaigns.

The Current Quality of Data

When asked about the quality of the current data their companies maintain on customers, marketers were split. While 41 percent said their companies' data was too narrow, a third (33 percent) felt their customer data was too general. Additionally, concerns about errors in their customer data were insignificant - only 12 percent of marketers reported inaccurate aptly described their current customer data.