Source: Acronym Media / Forrester Consulting [download page]
Notes: Among US digital marketers who use keyword data to inform content and digital marketing efforts, most (59%) do so to inform paid media efforts and to understand customer intent (51%). When asked about the impact of encrypted data, almost two-thirds said it will negatively impact their understanding of customer intent, while roughly 6 in 10 see a negative impact on how they inform their paid media efforts (62%), determine content placement (61%) and identify themes to address with content (60%). Without keyword-level search data to identify searcher intent, digital marketers are most likely to turn to web analytics data (76%), paid search data (keyword performance used in paid search; 67%). (more…)