There may be a wealth of information available on clients, marketeers still don't make proper use of the resources they have at their disposal. Consulting agency De Informatiegroep assigned MarketResponse to research how well marketeers use the data they obtain from their clients. MarketResponse questioned both marketeers and executives on the availability, quality and usage of marketing data. Less than three out of ten said they have full insight in the desires of their clients.
Customer relationship management (CRM) systems are very common among businesses, yet marketeers remain unaware on how to properly extract useful information from the software. Valuable information is frequently stored but rarely made to good use. Instead of working out how to make the most of CRM systems, marketeers all too often stick to more familiar methods such as traditional market research. When collecting data on clients or competitors, it's clear many marketeers aren't working as efficiently as they should.
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