ADMA survey reveals lack of web analytics data usage in media attribution and single customer view
Over the past few months the ADMA Data & Analytics Council conducted an online survey to establish how evolved the direct marketing industry in Australia really is in terms of data and analytics.
Key findings of the survey included
- Although 62% of respondents said that they tie sales data back to campaigns and media channels driving them, 59% admitted that they were not actually using web analytics which is interesting given the increased importance of online channels in driving sales.
- A similar trend emerged when asking marketers about whether they had a single customer view. A surprisingly large amount of respondents (44%) said they had a single customer view but interestingly only 41% of those companies were incorporating web analytics data into their single view. Given the growing amount of online customer touch points this raises the questions how complete these single customer views really are.
Although the survey was only a quick and dirty exercise I think the results are quite interesting and the council is now considering to extend and refine the survey to shed some more light on the highlighted issues above.
Please subscribe to the ADMA Councils blog if you would like to hear about research like this in the future or email councils@adma.com.au if you would like to help shape similar future initiatives.
