Tarkastellaksemme tiedolla johdetun markkinoinnin nykytilaa Suomessa, toteutimme laajan kyselytutkimuksen 300 suomalaiselle yritysjohtajalle. Tuloksissa paljastui, että suomalainen yritysjohto on erityisen kiinnostunut tiedolla johdetun markkinoinnin mahdollistamasta kohdennettavuudesta, vaikutusten mittaamisesta sekä tuesta uusasiakashankintaan. Suurimmaksi haasteeksi koetaan markkinoinnin tuloksellisuuden luotettava mittaaminen.
To gain an overview of the current state of data-driven marketing in Finland, we conducted a comprehensive research survey for 300 Finnish business directors. The results revealed that the Finnish business management is especially interested in the enhanced targeting enabled by data-driven marketing, measuring marketing’s effectiveness, as well as customer acquisition. The reliable measuring of marketing operations’ profitability is perceived to be the toughest challenge.
93% of the Finnish business directors see data-driven marketing as crucial to the success of their company
Despite the shared view on the general importance of data-driven marketing, marketing executives and CEOs have different views on the most important functions of data-driven marketing. CEOs consider marketing as a tool for customer acquisition much more often than marketing executives do, and – very surprisingly – marketing executives regard measuring marketing’s profitability and optimization more central than CEOs do. However, targeting marketing operations to different customer segments is considered most important by both positions. When examining the results based on the respondent company types (B2C and B2B), we found a distinctive difference: B2B companies perceive data-driven marketing to focus more on sales, whereas B2C companies regard it as a tool for keeping the current clients.
The biggest challenge in executing data-driven marketing is the reliable measuring of marketing operations’ profitability
In addition to measuring challenges, hurdles related to the quality of data, as well as the efficient transformation of data from various sources to a usable format, were perceived to be the most tedious. The views of marketing executives and CEOs were very close to each other in regard to data-driven marketing’s challenges, with the exception of CEOs regarding transforming business goals to marketing goals much more often difficult than the marketing executives did. When comparing B2B and B2C companies, B2B companies struggled more often with data related challenges, whereas B2C companies’ respondents regarded managing own and paid media channels in synergy more difficult than B2B company respondents. In general, B2B company respondents perceived to have more challenges in 9 out of 11 areas of data-driven marketing.
Expectations of Data-Driven Marketing’s role in the future
The vast majority – over 90% of the business directors – answered that they believe that the role of data-driven marketing will grow in their company in the future. In addition, 3 out of 4 business directors in B2C companies, and half of the respondents in B2B companies have used third party support in order to develop their data-driven marketing.
If you wish to examine the results in detail, click the link below to download the full research report. For an official finnish press release, click here.