• Brand-e.biz , Monday, March 19, 2012 8:59 AM

The Marketing Measurement In Transition Study conducted by Columbia Business School’s Center On Global Brand Leadership and the New York American Marketing Association said brands have a data problem: too much.

Researchers found 29% of the marketing executives questioned reporting that their marketing departments have ‘too little or no customer/consumer data’, and when data is collected, it is often not appropriate to real-time decision making. Close to 40% say that their data is collected "too infrequently or not real-time enough."

In addition, marketers today are still much less likely to collect new forms of digital info like customer mobile device data (19% gather it), and social media data (35%), than they are to collect traditional customer survey data on demographics (74%) and usage (60%).

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