Customer Data Collection Efforts Improve, but Individual Profiles Still Hard to Come By

Three-quarters of digital media and marketing professionals are gathering data on current and potential customers, and 77% report an increase in data collection over the past year, according to an industry report [pdf] from Neustar and Digiday. Although a majority 57% of respondents indicate that their data collection efforts are more effective than they were last year, half are unable to link data to create individual customer profiles, and one-third are having trouble predicting the purchase behavior of their customers. (more…)