A study by the Bazaarvoice advertising network and the Advertising Age marketing publication showed that out of 95% of advertisers using marketing information, 64% do not know from which sources this data is taken.
Another 75% of them doubt that marketing information allows them to target advertising in the best way.
In this regard, marketers would like to receive more transparent information from their partners.
Advertisers defined the useful data as “echoing reviews, ratings and product descriptions on the web pages.”
In addition, information about purchases of similar products and analysis of consumer habits of previous customers were also recognized as the most useful information.
Criteria for useful data according to marketers, Bazaarvoice and Advertising Age
During the study of the problem, Bazaarvoice and Advertising Age interviewed more than 300 agencies and brands. According to the survey, the number of data-based advertising campaigns has grown from 40% to 42% over the past year. Next year there will be 45% of them.
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