The 2017 data-driven
marketing report
How advanced are marketers with
the use of data in marketing today?
Data-driven marketing survey
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Introduction
Most brands recognise the importance of data to their current and
future marketing success, yet they have only just scratched the
surface of what's possible.
"The brands that will rise above the rest, will be
those who can revolutionise their marketing
strategies with data-driven approaches before
their competitors do.
Knowing where to start can feel overwhelming,
however it isn't necessary to tackle everything
all at once. We recommend taking a strategic
approach to implementing data-driven marketing
techniques and new technology. This way brands
can take incremental steps forwards to set
themselves up for both now and the future."
Nick Evans, Marketing Practice Director, Jaywing
New tech, new streams of data
During 2017 the marketing industry
will go through significant change as
Artificial Intelligence (AI) and machine
learning are set to drive a new era of
marketing, fuelled by technology.
With the rise of these new technologies,
marketers have the ability to capture
more information about their customers
than ever before but are they making
the most out of this new data?
And if much of this technology operates
in separate silos the challenge will be
to make sure we connect audience
insights together.
Marketing must be data-driven
In the age of the empowered customer
who expect brands to know what they
like and dislike based on their needs,
preferences and behaviours the ability
to consolidate this data from disparate
technologies will become a marketer's
greatest asset to drive insight and
improve decision making.
In reality though, brands are struggling
to get the most out of new technology
and all that customer data.
A steady shift to data-driven marketing
will deliver brands with opportunities
to deliver personalised and seamless
people-based communications to stand
out from the competition.
In this report
This report reveals the results from
our 2017 marketing research study
and includes expert opinion based
on our experience of working with
many of the UK's leading brands on
advanced attribution, personalisation,
predictive analytics and customer
relationship management.
jaywing.com
3
About Jaywing
Jaywing has a long-standing heritage
in data. From developing and delivering
data-driven solutions across both
marketing and credit risk functions,
everything we do is grounded in data.
Over the past 17 years, we have worked
extensively across a variety of industry sectors,
including retail, financial services, travel and
leisure, and telecoms and utilities to transform
data into value.
With our heritage in data science, we deliver
exceptional results, creating briliant work
that's impossible to ignore.
We have a solid reputation for developing
complex analytical and modelling approaches
that underpin major investment decisions across
many industry sectors, where accuracy and rigour
are critical to success.
Jaywing has a team of over 70 data, analysis
and modelling experts. Many of these people
have held senior positions in client organisations,
and our focus is very much on the commercial
application of analysis and data-driven decisions.
Research methodology
We commissioned a study to evaluate
marketing's maturing in data-driven marketing.
During February and March 2017, we surveyed
and captured the views of over 250 managerial
to C-level marketers, within medium to large
sized businesses.
Sectors interviewed include:
Financial Services
Travel & Leisure
Retail, Wholesale & Distribution
Telecoms or Utilities
22%
29%
22%
27%
So what did the results show?
Data-driven marketing survey
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Key findings
Customer Relationship Management is cited
as the most important marketing skill
for 61% of marketers, closely followed by
Brand management (60%), and Digital
marketing (47%)
Data-driven marketing is all about customer
obsession, with improving the customer
contact strategy (62%), improving retention
strategies (56%) and acquiring more profitable
customers (43%), ranked as the top three
data-driven marketing priorities for 2017
Despite this customer obsession, the majority
of marketers (65%) are currently only providing
their customers with none, basic or only
segment-based personalisation, with only 8%
fully personalising individual communications,
across all channels
Only 18% of marketers use advanced
attribution techniques and only 50% think
they are using the right method
Managing data better is a priority for 92%
of brands in 2017, yet just over half
(57%) said they had the right data skills
and resource available
of marketers do none, basic or only
segment-based personalisation
of communications
of marketers say Customer
Relationship Management
is the most important skill
for marketers
61%
65%
of marketers use only single
touchpoint attribution
82%
Research
highlights
The research results clearly show that marketers
are prioritising the customer this year above all
else, with 61% saying Customer Relationship
Management (CRM) is the most important skill
for a marketer in 2017 and 62% citing improving
the customer contact strategy as the top
data-driven priority for this year.
Yet many brands still have a long way to go
before they are ready for the data revolution.
While there's been a lot of talk about improving
customer relationships, we aren't seeing
a huge amount of action.
We found that 65% of marketers are doing none,
basic or only segment-based personalisation,
with only 8% fully personalising individual
communications.
When it comes to measuring the success of
marketing, only 18% of marketers are able
to measure attribution at an advanced level -
meaning 82% are using inadequate methods
and not modelling attribution effectively.
Jaywing expert opinion
"While it's encouraging to see brands ranking CRM
and improving the customer contact strategy
as top priorities, our study revealed a disconnect,
with brands ranking data science/analytics as the
least important skill for their organisation (23%)
yet data is critical to the success of CRM and
customer contact strategies."
jaywing.com
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Figure 1: Which three skills do you rate as most valuable to your organisation/sector? (Overall)
The skillset
of today's
marketer
Telecoms & Utilities
Retail
Travel & Leisure
Financial Services
Creative/design skills
Figure 2: Which three skills do you rate as most valuable to your organisation/sector? (By sector)
Data science/
analytics
Customer
Relationship
Management (CRM)
Influencer
marketing
Brand management
Content marketing
Digital marketing
Creative/design skills
16%
22%
28%
26%
71%
69%
53%
55%
25%
30%
43%
26%
71%
61%
45%
61%
27%
32%
48%
39%
55%
39%
47%
46%
34%
37%
46%
42%
23%
31%
60%
62%
47%
36%
46%
Digital marketing
Content marketing
Brand management
Influencer marketing
CRM
Data science/analytics
The role of the modern marketer
is increasingly seen as customer
centric, with six in ten citing Customer
Relationship Management as the most
important skill for marketers in 2017.
This is closely followed by brand
management (60%) and digital
marketing (47%).
Yet, data science/analytics -
an essential skill to vastly improve
customer centricity - is significantly
lagging behind, with only two in ten
brands saying it is important.
Jaywing expert opinion
"With the pace of change in the
technological landscape, marketers
need to be more technically adept and
more data-focused than ever before.
While technical skills can be learned,
traditional marketing skills are just
as important to success.
But there are some notable skills gaps
and a potential ticking talent bomb in
data science and analytics. Companies
are moving away from hiring marketers
with one specific skills set and are now
looking for people who can do a number
of things, from delivering a content
marketing strategy to analysing
insights from data."
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Top 2017
data-driven
marketing
priorities
Given the emphasis placed
on customer focus this year,
the challenge is how marketers
will improve their strategies
to benefit from data.
Overall, marketers ranked
improving the customer contact
strategy (62%), improving
customer retention strategies
(56%) and acquiring more high
value customers (43%) as their
top three priorities for 2017.
Telecoms and utilities most heavily
weighted improving customer
contact strategies (73%) and
customer retention (68%) as their
priorities. Similarly, improving
customer contact strategies
ranked top for financial services
(64%) and travel and leisure (67%),
whereas retention was top for the
retail sector (58%).
Jaywing expert opinion
"Until recently, it was not possible
to know if a customer who clicked
on a link is the same person who
acted on a display ad or bought
a product in store. But new
technology is making it possible
to track customers across
all channels."
Figure 3: Which three data-driven areas are top priorities for your organisation in 2017? (Overall)
Figure 4: Which three data-driven areas are top priorities for your organisation in 2017 (By sector)?
Improving the customer contact strategy
62%
Improving customer insight by joining
individual online and offline interactions
41%
Adopting predictive analytics
to predict customers' next steps
30%
Improving customer retention strategies
56%
Accurately measuring the
impact of marketing investment
21%
Acquiring more high value customers
43%
Adopting advanced marketing attribution
23%
Access to analytical expertise to leverage
and gain more insight from data
20%
Adopting/improving
marketing automation
7%
Financial Services
Travel & Leisure
Retail
Telecoms & Utilities
Improving the customer contact strategy
Improving customer insight by joining
individual online and offline interactions
Adopting predictive analytics
to predict customers' next steps
Improving customer retention strategies
Accurately measuring the
impact of marketing investment
Acquiring more high value customers
Adopting advanced marketing attribution
Access to analytical expertise to leverage
and gain more insight from data
Adopting/improving
marketing automation
73%
43%
67%
64%
55%
41%
39%
26%
25%
22%
19%
10%
43%
33%
22%
8%
21%
28%
28%
29%
58%
53%
39%
35%
24%
23%
22%
3%
68%
38%
48%
30%
13%
9%
18%
4%
jaywing.com
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Access to data
science and
analytics
While many brands may be data rich,
they are often insight poor.
Data Scientists manage the chaos of
pulling together unstructured data from
multiple sources (web traffic, social
media, and transactional behaviour),
to organise and then analyse it to fuel
marketers with rich customer insight
that informs marketing communications
across channels.
It makes the difference between being
able to say "Hello first name" on an
email to being able to fully tailor timely
communications based on an individual's
current and future needs.
Jaywing expert opinion
"Marketers must be able to work with
data and apply data insights in an
effective and measurable way if they
want to succeed in today's marketing.
The benefits of data-driven marketing
are well documented. From precise
targeting and accurately attributing
value across all channels to providing
insight for the creative aspects of the job,
data has transformative powers."
Figure 5: How do you manage data science/analytics at your organisation? (Overall)
Figure 6: How do you manage data science/analytics at your organisation? (By sector)
16%
5%
12%
42%
21%
5%
Dedicated internal person
(data analyst/data scientist)
Dedicated internal
team
External consultancy
Agency
We do it ourselves
at a basic level
We don't use data
science or analytics yet
12%
5%
11%
18%
22%
12%
16%
7%
5%
4%
4%
5%
4%
11%
21%
10%
12%
43%
43%
33%
49%
42%
23%
22%
17%
23%
21%
Telecoms & Utilities
Retail
Travel & Leisure
Financial Services
Overall
Dedicated internal person (data analyst/data scientist)
Dedicated internal team
External consultancy
Agency
We do it ourselves at a basic level
We don't use data science or analytics yet
Data-driven marketing survey
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How do sectors
compare in their
data-driven
maturity?
It is clear that all sectors share
a passion for customer focus this
year, but the majority of marketers
are behind in their readiness to
execute data-driven marketing.
Overall, 59% said they were
behind or in-line with their
competitors with the application
of data-driven marketing.
Interestingly, telecoms and
utilities marketers came out on top,
with 51% saying they were ahead
of the competitors and peers,
compared to 41% for both retail,
and travel and leisure, and 33%
for finance marketers.
Jaywing expert opinion
"We often find that even the
biggest brands that have the
support of internal data scientists,
are only able to do basic analysis.
This is because their data
scientists are either busy working
on business as usual work or don't
have the right skillset to work
on strategic projects, such as
advanced attribution models or
creating a single customer view.
With a shortage of data scientists,
this adds to the issue when it
comes to recruitment."
Figure 7: How ahead or behind would you say your organisation is in the area of data-driven marketing vs. your competitors? (Overall)
Figure 8: How ahead or behind would you say your organisation is in the area of data-driven marketing vs. your competitors? (By sector)
11%
30%
45%
12%
2%
Significantly behind
Behind
About the same
Ahead
Significantly ahead
Significantly ahead
Ahead
About the same
Behind
Significantly behind
4%
12%
8%
17%
12%
12%
33%
50%
40%
55%
45%
29%
34%
29%
29%
30%
22%
7%
12%
4%
11%
Telecoms & Utilities
Retail
Travel & Leisure
Financial Services
Overall
jaywing.com
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No personalisation
Basic personalisation, typically field
insertion e.g. "Hello First Name"
Segmentation-level across
some channels
Individual customer experience
across some channels
One-to-one full
cross-channel
personalisation
Figure 9: What level of personalisation does your organisation currently deploy in communications?
The maturity of
personalisation
While most brands have developed big
datasets on their customers, they have
not kept up with the latest data science
techniques when it comes to implementing
a personalised approach across all channels.
With the majority of marketers (65%) currently
only providing their customers with none,
basic or only segment-based personalisation,
marketers appear to be immature in their use
of personalisation techniques.
Yet one-to-one, full cross-channel
personalisation is crucial for brands looking
to engage and connect with today's
omnichannel customer.
Jaywing expert opinion
"With consumers expecting you to understand
their individual needs, the key to success is
to use data and analytics to uncover insights
that will enable you to personalise every touch
point in the customer's journey.
While every organisation is different,
all companies can take incremental steps
towards the final goal of one-to-one full
cross-channel personalisation. Fully mature
personalisation enables brands to move
beyond treating customers like strangers and
leads to improvements in customer lifetime
value, the overall customer experience and
ultimately brand loyalty."
5%
35%
25%
27%
8%
Data-driven marketing survey
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Personalisation
by channel
Unsurprisingly, based on how far
behind most brands are along the
personalisation maturity curve,
email is the main channel that brands
are personalising at an individual-level,
with 95% saying that they apply
individual-level personalisation to email.
Of this, at least 40% of these
emails are not personalised beyond
"Hello first name".
With the majority of marketers still
not personalising messaging across all
channels, they are at risk of damaging
the customer's experience. Customers
may receive fully personalised emails,
but that experience breaks down
when, for example, website visitors
are presented with generic content
that doesn't reflect their buying stage,
choices and behaviour.
Jaywing expert opinion
"The goal for marketers is to deliver
personalised experiences to each
individual across all channels.
However, our research shows
a disconnect, where marketers
need to provide the same personal
experience across their other
key channels."
Email
Direct Mail
Website
PPC
Display
Social
None
Figure 10: What level of personalisation does your organisation currently deploy in communications?
95%
43%
37%
30%
20%
9%
5%
"Marketers now have the ability to reach
many customers with targeted individual
messages across all channels - yet we are
still not being personal enough."
Nick Evans, Marketing Practice Director
Data-driven marketing survey
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The maturity of
attribution and
measuring ROI
Organisations need to embed
data-driven marketing into the entire
marketing strategy to make sense
of the huge amounts of data flowing
from connected devices but the
question many are trying to answer
is whether this will lead to a tangible
return on investment.
The majority of marketers (69%) either
agree or highly agree that accurately
attributing value across channels is
vitally important to their organisation.
Yet a significant proportion of
marketers are still in the process
of working out the correct metrics
to measure ROI.
Jaywing expert opinion
"Simple attribution models mislead
marketing teams, giving an
incomplete picture, leading to
possible over-investment in the
wrong places and under-investment
in the right ones.
That's why so many marketers are now
looking to invest in new technology
that links together online and offline
channels and the right expertise to
build advanced attribution models,
based on machine learning techniques,
that model how all channels work
together to drive sales."
Figure 11: To what extent do you agree with the following statement [Accurately attributing value across channels is vitally
important to our organisation] (Overall)
Strongly disagree
Disagree
Neutral
Agree
Highly agree
10%
59%
24%
4%
3%
Figure 12: To what extent do you agree with the following statement [Accurately attributing value across channels is vitally
important to our organisation] (By sector)
Telecoms & Utilities
Retail
Travel & Leisure
Financial Services
Overall
Highly agree
Agree
Neutral
Disagree
Strongly disagree
4%
3%
3%
3%
10%
4%
28%
24%
23%
23%
24%
54%
65%
67%
49%
59%
14%
7%
5%
16%
10%
jaywing.com
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Customer journeys are increasingly
complex, with customers frequently
hopping between channels and devices,
and moving between digital and offline
worlds quicker than ever before.
Our research reveals that brands across
all sectors are lagging behind when it
comes to measuring ROI and attribution
across channels.
Around half of marketers (45%) are only
measuring ROI at channel-level using free
tools such as Google Analytics. And only
two in ten brands have a single customer
view to calculate attribution.
Jaywing expert opinion
"Marketers can now be held accountable
to bottom-line goals, because data
makes it both feasible and measurable.
Intelligent technology and the latest
data science techniques enable
marketers to see their customers
and markets holistically.
With customer and market data at our
fingertips, we can precisely measure
attribution at an individual-level, not just
by channel. It is important to ensure you
are using the right tools to help you to
gain a true single customer view that then
enables you to assess which channels
work best."
Figure 13: How organisations measure ROI (Overall)
Figure 14: How organisations measure ROI (By sector)
Channel-level
Premium tools
Single customer view
We don't measure ROI
5%
11%
7%
13%
9%
27%
16%
24%
22%
22%
26%
27%
21%
22%
24%
41%
47%
48%
43%
45%
The current
state of
measuring
marketing
effectiveness
Telecoms & Utilities
Retail
Travel & Leisure
Financial Services
Overall
We don't measure ROI
9%
We have a single
customer view that we use
to calculate attribution
22%
We use a specific
premium tool
24%
Channel-level
using free tools
45%
Data-driven marketing survey
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The majority of marketers (82%) are
still using single touch point attribution
(first, last and most engaged channel)
to help calculate ROI, with a mere 18%
using an advanced approach across
all channels.
Yet when we asked respondents if they
were using the right approach to attribution,
over half (51%) said they were and only
3% said they strongly disagree with their
organisation's approach to attribution.
These results may indicate a skills/
knowledge gap where marketers are
not yet up to date on the latest
attribution modelling techniques.
Jaywing expert opinion
"We often find marketers struggle when
it comes to attribution, with many
tending to choose either first or last click
and sticking with it so that they can
consistently measure and compare results.
Moreover, marketers are often either
unaware of a better way to attribute or
they don't have the right tools/capabilities.
While many appear satisfied with their
approach to attribution, only 22% are using
a single customer view to accurately assess
ROI. This means 78% are lagging behind
and this can distort their view on what
is and isn't working."
Figure 15: At what point in the customer journey does your organisation recognise/attribute to the cause for a purchase? (Overall)
18%
25%
26%
31%
First interaction
Last interaction
before purchase
Channel most engaged
with before purchase
More advanced
attribution technique
across all channels
How advanced
are brands
at modelling
attribution
Figure 16: Do you believe your organisation is using the right approach to attribution?
Agree
Neutral
Disagree
60%
30%
10%
jaywing.com
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The importance of data management may
be well-known, but there are still obstacles to
its collection, understanding and management.
Companies report time and again that there
are barriers due to siloed data, lack of training
and data management not being seen
as a priority at board level.
Accessing, defining and using customer data
is one of the most difficult challenges faced by
brands today. And with six in ten organisations
saying CRM is the most important priority
for their organisation in 2017, it comes as no
surprise that 92% say data management
is a priority for this year. Adopting best
practice data management is crucial to the
success of a good CRM programme.
Jaywing expert opinion
"Before embarking on a fully-fledged data
focused programme, marketers need to have
access to trusted information that is easy
to use. With marketers having access to more
data than ever, the prospect of having so much
data to work with is exciting - but it
can quickly become overwhelming.
All data is valuable but not all data
is equally valuable. A pragmatic approach
is required to implementing an appropriate
data environment that can deliver immediate
business value, while being flexible enough
to take on new and exciting sources
of data as they become available."
Figure 17: Is data management a priority for your marketing function in 2017?
The importance of
data management
Yes
No
8%
92%
Data-driven marketing survey
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"Data availability is growing exponentially.
Adopting best practice data management
is the only way marketers can maintain
a competitive advantage."
Inderjit Mund, Data Management Practice Director
jaywing.com
19
Not suprisingly, given the wealth
of data available to marketers
today, 65% of respondants said
data availability is their greatest
data management strength, closely
followed by data quality (62%) and
database integration (60%).
When we asked marketers what
the main obstacles were to
improving data management
in their organisation, a skills gap
was cited as the top obstacle
by 4 in 10 marketers.
Only 9% overall, said there were
no obstacles, clearly indicating
that brands are struggling with the
management of the wealth of data
available today.
Jaywing expert opinion
"More data is available from more
sources at an ever increasing
frequency. Monetising this asset
is expected by the C-suite but
marketers find themselves in the
uncomfortable position of not
being able to do this due to a lack
of internal expertise. Using outside
data management experts, who
understand both marketing and IT,
can kick-start turning data
into value while also up-skilling
internal resources."
Figure 18: The top three data management capabilities (Overall)
Data management
strengths and
weaknesses
Figure 19: What are the main obstacles to improving data management in your organisation? (By sector)
Financial Services
Travel & Leisure
Retail
Telecoms & Utilities
Data availability
Database integration
Data quality
65%
60%
62%
Data skill.s/capability
Organisational structure
Data infrastructure (storage etc.)
Availability of the right
products/tools
Corporate priorities
There are none
43%
50%
48%
46%
39%
35%
29%
28%
4%
40%
29%
21%
14%
16%
32%
35%
36%
18%
8%
32%
27%
34%
25%
11%
47%
36%
32%
30%
22%
9%
Overall
jaywing.com
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Eight key steps to data-driven
marketing success
1. Start with a best practice approach

to data management
You will only gain the best insights
from data if you have the right data
infrastructures and processes in place
to capture individual interactions as they
happen. By adopting best practice data
management, you will have the ability
to merge data together on a platform
that is easily accessible and enables
you to gain valuable customer insight.
2. Ensure your strategy is informed

by data and insight
We have an abundance of data at our
fingertips, but many marketers are still
not making the most of the opportunity
it provides. Data can inform the whole
marketing mix. By ensuring your strategy
is based on data and insight, you are
already steps ahead of the competition.

3. Get the right technology in place

Improving data-driven marketing can
become complicated without access
to the right tools and analysis.
Emerging marketing intelligence
platforms are now bringing these two
sides together, integrating rich and
disparate customer and market data
into a single data-driven model.
4. Connect online and offline channels

Not suprisingly, given the rise in
customers hopping between channels
and devices, cross-channel marketing
and measuring its effectiveness is
becoming harder to achieve. By joining
the dots between online and offline
customer journeys, you can create
a single customer view, improve the
customer experience and improve ROI.
at the same time.
5. Personalisation that goes

beyond "Hello [first name]"
Personalising customer communications
shouldn't just stop at emails.
By providing customers with an
individually personalised experience
across all channels you will be well on
your way to delivering great marketing
communications that deliver results.
6. Achieve the right blend

of data and creativity
We live in an era of data-driven
creativity, where data is being harnessed
to realise the value of a brand, to shape
personal relationships and drive more
effective communications. Brands that
are turning the tide on this approach are
unlocking innovative ideas that deliver
game-changing campaigns.
7. Model advanced attribution across

channels at an individual-level
Marketers are still struggling to know
the return from their investments,
and are unable to attribute revenue
across all channels.
Marketers can start by joining together
online and offline data at an individual
level, to see the full path to purchase
across all channels.
8. Partner with the data experts

From new technologies and capabilities,
to making sense of data in a new
data-driven world, skills and
capabilities continue to be a vital piece
of the puzzle that many are missing.
A skills shortage is often the biggest
barrier to marketing programmes.
Here are our eight key steps to success:
Data-driven marketing survey
22
risk.jaywing.com
Competing with
data science
Empowered consumers and the digital
era demands significant change, and
with further developments in AI and
machine learning, the pace of change
shows no signs of slowing.
Brands are placing a lot of focus on the
need to improve CRM and customer
contact strategies, and will ultimately
need the right blend of creativity,
data insight and intelligence to meet
customer needs.
The impact of data science on
marketing cannot be underestimated.
Marketing is undergoing radical
changes in the digital era, and data
science is essential to stay successful.
Data can be gold when analysed and
used in the right way. From increases
in revenues to decreases in churn, to
enhancing the customer experience,
data science is at the core of it all.
Our research revealed that while
different sectors may be at different
stages on their data-driven marketing
journey, overall, brands believe their use
of data in marketing is in-line with their
competitors and peers.
This report concludes that while the
desire to improve the use of data
in marketing prevails, brands need
to turn this into a reality and fully
exploit all the data they now have
at their fingertips.
Investing in the right customer
intelligence tools and expert
advice will not only help improve
customer relationships, it will provide
greater measurement of marketing
effectiveness and ultimately help
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