Marketing professionals are leveraging more data every year. But why ? The sources are varied and make it possible to further optimize advertising campaigns. According to Salesforce’s latest State of Marketing report, the average number of data sources grew by 50%, from 10 in 2021 to 15 this year. A figure that could easily double by the end of next year.
While many studies point to a decline in data trust among marketers, it’s understandable that marketers are looking to diversify their sources. Admittedly, this requires more work as far as analysis is concerned, but it is still more interesting than betting everything on a single segment.
It is therefore the most reliable data that is used the most. At the top, we find transactional data and identity, which are used by 83% of marketing professionals. Next come interests and stated preferences at 82%.
Conversely, the least used are offline data (69%) and non-transactional information (58%), not to mention third-party data and anonymized data (75%).
More privacy
New data regulations and Google’s removal of third-party cookies are not helping and forcing marketers to adapt their methods. For this, levers already exist, such as inviting (or rather encouraging) customers to share their personal information. It is estimated that 56% of professionals use this technique.
For the rest, 52% of marketers are leaning towards creating data sharing agreements with third parties, and 51% are investing in CRMs and other customer relationship management solutions.
Whatever the solution used, the most important thing remains the quality of the data collected and the quality of their processing. More data sources is obviously great, but you have to be careful. Bad customer information breeds bad strategies!