Study: Data Crucial to Marketing but Expensive to Safeguard

Our great client KBMG helped sponsor some great research on data governance .

A DMA report reveals that obstacles such as cost considerations and internal operations stand in the way of comprehensive data governance.

Nearly 90% of execs surveyed for the study say they are dependent on consumer data for their marketing efforts, and 79% said their firms “would benefit from more sophisticated, strategic data governance approaches.” And, while marketers are gathering more proprietary data than ever through loyalty programs, social media and other sources, they don’t always have measures in place for safeguarding that data.

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