Survey: Companies are not exploiting the potential of their own data
Companies are not fully tapping into the potential of their own data. According to a German survey, eight out of ten online marketing experts believe that companies possess far more first-party data than they actually use.
Although ad blockers and user acceptance are among the top 10 challenges in digital marketing, only one in five online marketing measures are based on CRM data. This was the result of a recent online survey conducted by the Hamburg-based performance agency Eprofessional in the run-up to Dmexco, for which 113 online marketing experts were surveyed.
Data-driven marketing will be one of the top topics at this year's Dmexco. Ben Prause, Managing Director of Eprofessional: "Companies themselves have the best data for marketing. The CRM system and also onsite user data from your own website are the most solid sources for understanding users and addressing them efficiently with advertising. There is still a lot of untapped potential that companies should exploit before investing heavily in third-party data." According to the survey, one in three online marketing experts also considers the quality of third-party data to be poor.
Companies should decide about their data
In addition to user data from CRM and web analytics, companies gain additional information about the surfing behavior and interests of users via their advertising campaigns, so-called second-party data. The majority of online marketing experts agree on the question of who owns this data. 76 percent of those surveyed are of the opinion that data sovereignty must lie with the company. Six out of ten argue that companies need their own data management platforms (DMPs) to decide for themselves which data is passed on to publishers and how. Just under one in three (28 percent) believe that passing on conversion information to Google, Facebook & Co. damages their own business basis.
Ben Prause: "Companies must now finally start to delve deeper into their data landscape and structure it. In order to work sustainably and successfully with all available data in digital marketing, companies should strengthen themselves with appropriate experts at an early stage, whether through recruitment or external partners."
