Data focus 'should be planning rather than measurement'

15 September 2014
 

Planning has surpassed measurement as the best use of data, according to a study of senior marketers, but more than half don't trust the data coming out of their own departments.

Lawyers and procurement teams are the least trusted internal sources of data by marketers, according to the global study by PR and communications network Hotwire.

Only a quarter (28%) of marketers surveyed said that using PR and social media data to measure the success of past campaigns is their primary use of it, with over half (51%) believing that using data to plan the next campaign and broader strategy is more useful.

Most marketers (80%) believe their teams effectively use data to inform planning and strategy, but only 38% have complete faith in any data their own communications teams provide.

“Measurement has to be at the heart of every campaign. But measurement on its own, without a current understanding of the audience, the competition and the landscape just isn’t enough,” said Brendon Craigie, CEO of Hotwire. “Marketers are now waking up to the real benefits of data – not simply using it reactively to measure performance, but gaining invaluable insight at the planning stage to ensure campaign success from the outset – and then all the way through to completion. That is true measurement at its best.”

Almost half (47%) of comms professionals surveyed have yet to switch to an “always on” mentality despite the shifts in media consumption, with many (38%) believing that responding in real time only refers to the working week.

Craigie added: “There is a healthy scepticism towards data. The research demonstrates that while marketers are keen to embrace data as part of their strategic planning, data crunching on its own doesn’t lead to that killer campaign plan. Data should inform but not drive strategy and it cannot replace creativity and experience.”

Vanson Bourne conducted the research on behalf of Hotwire. It surveyed 100 CMOs and marketing directors with a global or international remit.

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