- Razorfish's "The State of Always-On Marketing" report reveals that 76% of marketing executives do not use behavioral data in targeting or segmentation analysis.
- According to the firm's CEO, there are two reasons executives fail to use behavioral data: They are stuck using 20-year-old tools, or they are struggling to translate the fast-growing data available.
- The study reported that less than 5% of the 685 C-Suite respondents felt they are managing experiences for an "always-on" consumer.
Razorfish's study brings to light the prevalent disconnect between technology and data available and marketing executives' understanding and ability to utilize it. If this survey is representative of marketers as a whole, real-time and mobile marketing are seriously lagging behind. The good news is that this lag is a huge opportunity for improvement among marketing execs.