Warc, 17 September 2014
LONDON: Far more senior marketers use PR and social media
data to plan future campaigns than to measure the outcome of past ones, a new
survey has revealed.
Based on the responses of 100 global marketing
practitioners, PR agency Hotwire said over half (51%) reported that their
principal use of data is to inform future plans and strategies compared to 28%
who use it to analyse the success of past campaigns.
Timed to coincide with the launch of the first Measurement
Week organised by the International Association for Measurement and Evaluation
of Communication (AMEC), the survey also found only a very small minority (5%)
feel their organisation is equipped to extract meaningful insights from the
data.
Brendon Craigie, CEO of Hotwire, said measurement should be
"at the heart of every campaign", but that measurement on its own is
not enough.
"Marketers are now waking up to the real benefits of
data – not simply using it reactively to measure performance, but gaining
invaluable insight at the planning stage to ensure campaign success from the
outset – and then all the way through to completion," he said.
Younger marketers are the most active users of data for
planning, the survey found, with nearly two-thirds (65%) of those aged under 34
using data mostly for planning future campaigns.
This age group is also the most trusting of data that comes
from their own department (71%) and are also the most likely to embrace a 24/7
approach to media consumption (59%) compared to an average of 53% of marketing
professionals.
The survey also revealed that marketers have a relatively
sceptical approach towards data from their own department.
Only half (51%) completely trust data from their own
department, which the report said is a sign that marketers recognise there is a
fine balance between capturing data and placing it in the context of their own
experience.
"Data should inform but not drive strategy and it
cannot replace creativity and experience," Craigie said.
Data sourced from Hotwire; additional content by Warc staff
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