Warc, 4 September 2014
SYDNEY: Over four-fifths of CMOs in Australia are
"overwhelmed" by customer data analytics and the industry is going
backwards in its efforts to deal with it, the chief executive of the
Association of Data Driven Marketing and Advertising (ADMA) has said.
Speaking at the Oracle Marketing Cloud conference in Sydney,
Jodie Sangster said the proportion of CMO's saying they were overwhelmed by
data had grown to 82% from 72% five years ago and that part of the problem
could be attributed to a lack of suitable personnel.
"Part of the challenge is the big skills gap we have in
Australia around data analytics and true data driven marketing," she said,
in comments reported by Mumbrella. "The pool of people is quite small that
we can draw from and we are all pinching people from each other's
companies."
She added that another problem facing the industry is that
education courses and their three-year timeframe to change a curriculum
"are not keeping up" with rapid changes.
Marketing creativity also risks getting lost amid the focus
on technology and data, she warned, as she advised marketers not to overlook
the importance of establishing an emotional connection with consumers.
"In this automated world we can't forget the human
element, the part that says I really like that brand, I understand it, it
resonates. That's what creativity can do," she said.
She went on to warn companies that they should not regard
recently enacted privacy legislation as a legal requirement, but rather as good
business practice for winning the trust of customers.
An ADMA survey of 1,500 consumers earlier this year found
the majority of Australians were content to share their data as long as they
were not asked to provide too much information and that firms used the data
correctly.
"There has to be a benefit for the customer to feel
comfortable about giving their data which is perhaps why there is less trust at
the tail end," she said.
Data sourced from Mumbrella; additional content by Warc
staff
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