Data quality is affecting digital marketers use of audience data

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.

• Source: ExchangeWire Research/ Xaxis
• Sample: 616 digital marketing professionals across Europe; data collected from November 2016 to January 2017
• Recommended Resource: Marketing Campaign Planning Toolkit

Contributer : Smart Insights