Choose speciality channel:   Choose sector channel:     Search the site

Industry Research


UK firms ‘ignoring customer insight’

UK firms ‘ignoring customer insight’

Fewer than half UK financial directors and managers think that companies in their industry sector are using customer data to drive marketing initiatives, a new survey shows.

When asked if, overall, most firms in their sector were able to access and analyse customer data and then use this intelligence in their marketing, only 43% of the 1,000 finance directors and senior financial managers surveyed said “yes”.

The survey covered regions throughout the UK, key industry sectors and firms of different sizes. The sector in which respondents were most likely to see firms using customer insight in their marketing was hospitality and catering, with 72% saying this is the case in their field.

Other sectors seeing strong use of data-driven marketing included: travel and transport at 65% and banking at 50%. Sectors in which the use of customer data to inform marketing was seen as weak included: retail at 38%; healthcare at 29%; media and marketing at 36%; and utilities and telecoms at 36%.

Regionally, the areas in which a majority of respondents saw most companies in their sector using customer data to boost their marketing were Scotland, the North West, and the South East.

Areas in which fewer respondents were seeing customer insight being used were Wales, London, East Anglia, the North East and the South. The Midlands, Yorkshire and the South West were around the national average of 43%.

Matt Boot, chief analyst at database marketing and consumer insight firm KDB, which carried out the survey, said, “Using customer data to inform your marketing strategy is vital in the current economic environment. Smart companies use such insight both to get more out of existing customers and to make sure they are approaching the right potential customers in a way that will work.

“Customer data is a tool that is right there at the disposal of most companies and it helps them to make sure they are focusing on the sorts of customers that will help keep up their margins and cashflow in the face of the recession."

He concluded, “The last thing marketers want to be doing at the moment is wasting their budgets on less profitable and loyal consumers. The effective use of customer insight helps them identify the right targets for their marketing.”

coupon prescription click printable coupons for viagra
can i take antabuse and naltrexone can i take antabuse and naltrexone can i take antabuse and naltrexone
local abortion clinics link facts about abortions
abortion research paper abortion quotes abortion doctors
what is the generic name for bystolic bystolic coupon card bystolic coupons
discount coupon types of abortion procedures surgical abortion
discount coupons for prescriptions coupon for prescription prescription drug discount cards
amoxicillin 500mg capsules how often amoxicillin 500mg capsules how often amoxicillin 500mg capsules how often
free prescription drug cards free prescription discount cards
late abortion abortion clinics in dallas tx aborted babies
discount coupon for cialis go coupons for prescriptions
bystolic manufacturer coupon bystolic coupon 2014
buscopan contre indication click buscopan grossesse
microlite pill when to start microlite spc microlite pill when to start

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.