This week, we are looking at some of the recent studies on data analytics, artificial intelligence, data management, app marketing, online ad spends, tech stacks, and content marketing. Read on to find out what trends are coming through from the new COVID landscape.
Survey Shows Inefficiencies in Data Analytics Globally
A global survey of data professionals sponsored by FivetranOpens a new window , an automated data integration provider, in conjunction with its inaugural Data Analyst Appreciation Day, suggests that adding more data analytics wizards might not be the solution. The survey conducted by Dimensional ResearchOpens a new window , of approximately 500 data professionals across five continents found that during a workday, data analysts spend less than half their time analyzing data.
68% of the respondents have ideas that would drive more profit for their organizations but lack time to implement them. More than 60% of respondents reported wasting time waiting for engineering resources several times each month and often spending one-third of every workday just trying to access data. 90% said their work was slowed by numerous unreliable data sources over the last 12 months.
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IDC Reports AI Adoption Driven by Customer Experience and Employee Efficiency
International Data CorporationOpens a new window (IDC) surveyed over 2,000 IT and line of business (LoB) decision-makers and confirms that the adoption of artificial intelligence (AI) is growing worldwide. Over a quarter of all AI initiatives are already in production and more than one third are in advanced development stages. And organizations are reporting an increase in their AI spending this year.
The leading driver for AI adoption was delivering a better customer experienceOpens a new window by more than half the large companies surveyed. A similar number of respondents also indicated that AI’s greatest impact is in helping employees, whether it is an improved customer experience or better employee experience, there is a direct correlation between AI adoption and superior business outcomes.
Yotpo Survey Answers the SMS Marketing Question
In April 2020, YotpoOpens a new window conducted a consumer survey to better understand consumer sentiment toward the SMS marketingOpens a new window messages by brands. Over 800 respondents across 38 countries were surveyed about their preferences for brand communications.
Over 51% were interested in being able to text with their favorite brands, over 54% wanted to receive coupons, discounts, and promotional offers via text from a brand, and over 48% had already signed up to receive texts from a brand. The study shows that the value of SMS marketing and that it boasts a 98% open rate, and, on average, 90% of messages are read within three minutes.
Over 70% of Leaders Say Data Management Is a High Priority but There’s a Gap
InsideViewOpens a new window , B2B data and intelligence company, released its third sales and marketing alignment report, Unlocking Revenue Performance in the New NormalOpens a new window based on a survey of sales, marketing, and operations leaders. The report highlights what companies can do to align sales, marketing, and operations.
According to the report, customer data and data managementOpens a new window is now at the crux of the problem. 71% of respondents rank CRM data quality as a very high priority and show that companies that put customer data at the center of their sales and marketing alignment are more successful.
Retargeting Aids 35% of App Marketing Conversions Says AppsFlyer Report
AppsFlyerOpens a new window released its first retargeting report; The State of App Retargeting 2020 EditionOpens a new window to help marketers get insight into the benefits and opportunities around retargeting. It has also proven to be a reliable engagement tactic, growing even faster than user acquisition.
Globally, 30% of apps now run retargeting campaignsOpens a new window , while in the U.S. the data shows that marketers are adding more retargeting to their mix with an 18% rise, as overall adoption grew 12% this year and 35% of app marketing conversions result from retargeting.
Segment’s Study Based on Martech Tools Used During COVID
SegmentOpens a new window , a customer data platform (CDP), that helps over 20,000 companies collect data from their websites and mobile apps, and routes it to over 300 different tools, analyzed the data of how quickly their user base enables these tools on the Segment customer data platform to get an inside look at how tech stacks have evolved since the onset of COVID-19.
Companies are using this period to play offense instead of defense and Facebook Pixel is the fastest-growing tool in the Segment catalog, while Google Ads is the 3rd fastest-growing tool in the Segment catalog – indicating COVID-19 has accelerated the shift to digital advertising for many companies. Salesforce and Zendesk (for customer relationship management) and New Relic (for customer experience monitoring) are the next fastest-growing tools in the Segment catalog, showing that businesses are leveraging the operational efficiencies of bringing all of these capabilities into one platform to focus on customer success.
Banks, Healthcare Providers, and Government are Most Trusted by Consumers
New opinion survey on data personalization, privacy, and trust sponsored by GenesysOpens a new window ®, the cloud customer experienceOpens a new window and contact center solutions provider, gathered responses from 5,000 adults in six countries: Australia, Germany, Japan, New Zealand, the United Kingdom, and the United States.
The survey shows that organizations that consumers trust most with their data are banks (48%), healthcare providers (40%), and government agencies (39%). Social media companies ranked on top of the “least trustworthy†list, by an average of 48%, while cryptocurrency providers and smart-home device companies, tied at 23%.
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B2B Content Marketing Trends Decoded
NetLine CorporationOpens a new window , B2B Buyer Engagement Platform, analyzed content marketingOpens a new window opportunities among their first-party data sources spanned across 300+ industries globally, with varying job levels, company sizes, and company revenue.
76% of marketers saw webinars as a good source to drive more leads, 80% said webinars helped reduce their CPC (cost per lead), ebooks, whitepapers, and guides hold the highest demand, Senior VPs, Individual Contributors, and Senior Employees are most likely to demand more content, and the technology they are evaluating include email marketing (52.1%), SEO technology (52.1%), and content marketing (45.8%).