Marketers Use Web Data in Offer Decisions

March 16, 2010

Three-quarters of marketers use website data to complement demographic and transactional data according to [pdf] a new study from marketing technology provider Unica.

Most Marketers Use Online Data
Marketers with an online presence routinely collect information about their online visitors. This includes information about customer interests, intent, and behavior. A very high
proportion of respondents (75%) use or plan to use this data when making decisions
about marketing offers.

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In contrast, 20% of marketers do not and/or don’t plan to use online data when making decisions about marketing offers. Another 5% don’t know whether they use or are planning to use online data.

Email Leading Channel for Use of Web Data

Unsurprisingly, email is the most popular marketing channel for the application of web data. Seventy-four percent of marketers currently use web data to complement their email marketing offer decisions, and another 18% are planning to use it in the next 12 months and 5% are planning to use in longer than the next 12 months. Only 1% of respondents have no plans to integrate web data with their email marketing channel and 2% are not sure.

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Interestingly, the second-most-popular marketing channel where web data is used is direct mail, an offline channel. Fifty-eight percent of marketers currently use web data to complement their email marketing offer decisions, while 21% are planning to use it in the next 12 months and 7% are planning to use in longer than the next 12 months. Nine percent of respondents have no plans to complement direct mail offers with web data and 5% are not sure.

Onsite personalized web offers are the third-most-popular marketing channel where marketers integrate web data. Forty-six percent of respondents currently use web data in this channel, 32% plan to in the next 12 months, and 16% plan to in longer than the next 12 months. Four percent of respondents are not planning to use web data with their onsite personalized offers and 3% are not sure.

Somewhat surprisingly, an online channel, mobile offers, by far has the lowest current usage percentage (22%) and highest no plans to use percentage (20%) of the five channels listed. Mobile even comes in behind the partially offline call center/customer support channel in these categories (34% and 19%, respectively). Combined, 72% of marketers expect to use web data in their mobile offers at some point. The relative newness of the mobile channel may be partially to blame for these figures.

Almost Half of Marketers Use SocNets
In another sign the web is becoming an increasingly standard data-gathering tool for marketers, close to half of global marketers currently use social media in their marketing efforts, according to additional data from Unica. Reflecting the rapid explosion in the popularity of social media sites such as Facebook and Twitter among consumers, a combined 80% of marketers currently use social media or plan to in the future. Forty-seven percent of marketers currently use social media. Another 23% plan to use it in the next 12 months, and 10% plan to use it in more than 12 months. Only 11% have no plans to use social media, and 9% are not sure.

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