Data Collected? Check. Data Understood?

Many retailers find learning from data to be a challenge

Author: Monica Melton

August 25, 2017

For retail marketers, the problem isn’t getting data, but rather what to do with it once they have it.

According to an August 2017 poll from marketing firm Persado, 34% of UK and US retail marketers identify learning from past campaigns as a challenge.

Persado, which uses artificial intelligence to optimize messaging, focused on retailers’ adoption of AI, and found that 69% of the marketing executives surveyed said their companies use AI or machine learning in their marketing organizations. A considerably higher percentage—86%—said they plan to invest in AI or machine learning this year.

The executives in the survey were confident in their ability to use data for personalized content in some marketing channels, but not all. More than three-quarters rated themselves as good or excellent when it came to email and “web” marketing. The confidence level was lower for “offline,” and considerably lower still for social and “display.”

The survey also dug into the types of data that the marketing executives use for personalization, and found that demographic and geographic were extremely commonly used, at 80% and 74%, respectively. But the executives were much less likely to use psychographic data (53%) or behavioral data (34%).

That squares with a survey of US marketers by Evergage in March 2017, which found the most common criteria used for targeting visitors or delivering personalized experiences were location and demographics.