Country for PR: United States
Contributor: PR Newswire New York
Wednesday, June 06 2018 - 23:30
Research Now SSI and Econsultancy Study Reveals that Company and Third-Party Data Quality is Key to Improving Marketing Effectiveness
LONDON, June 7, 2018 /PRNewswire-AsiaNet/ --

-- Integrating quality data sets is critical for accurate customer views and 
optimising media mix

Research Now SSI, the global leader in digital market research data and data 
services, has released a report with Econsultancy highlighting survey results 
which indicate that the need for internal and external data to be of high 
quality is top-of-mind for marketers.  The report, "Data: The New Oil," 
explores perceptions and use of integrated data by companies, agencies, 
technology vendors, and independent marketing consultants to obtain complete 
and accurate views of their customers and to address the ongoing challenge of 
measuring campaign effectiveness.

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All survey respondents consider quality of internal data to be important to 
their businesses, while 93% of client-side respondents see high-quality 
customer data as 'critical to business success.'  Despite its perceived 
importance, quality of data is the biggest concern for both client-side (63%) 
and agency respondents (61%), significantly ahead of the second biggest 
concern, expense of data.  63% strongly agreed that time spent on improving 
data quality is always time well spent.

Quality third-party data is becoming necessary to enable differentiation, 
targeting, and personalisation, which is critical for success in an era of high 
consumer choice.  Confidence in third-party data differs quite significantly 
between client-side and agency respondents.  Agencies are far more confident 
than the client-side in the quality of the data that their clients are using; 
41% are 'extremely confident,' compared to only 17% of respondents from 
companies themselves.  However, the picture is positive overall, with 
confidence in third-party data quality generally good, with "lack of trust in 
data sources" low at 12%. 

The report ( 
) is based on an online survey of 2,250 marketers carried out by Research Now 
SSI and Econsultancy in April 2018 in the US, the UK, Canada, Australia, 
Ireland, and New Zealand.  Research Now SSI and Econsultancy worked together to 
design the survey and extract key themes. 

"People want to know how best to augment customer data with a broad spectrum of 
quality second and third-party data to improve targeting and extend campaign 
reach," said Jared Schiers, SVP, Product Development at Research Now SSI. 

Measuring campaign effectiveness continues to be a struggle for many 
marketers.  More than 40% of client-side marketers stated that effectiveness is 
"impossible to measure," and even more agencies agreed.  When asked where in 
the advertising cycle participants or their clients currently use external data 
sources, the top three responses included insights and analysis, segmentation, 
and effectiveness. 

"As confidence in data quality becomes more robust," Schiers continued, "the 
industry will need to educate marketers on the availability of external data 
and how they can utilise it to drive campaign effectiveness and, ultimately, 
its measurement."

"Data has arguably become the most valuable currency for modern marketers in 
today's digital economy," said Monica Savut, Head of Commercial Research 
Services at Econsultancy. "This research reveals that organisations are acutely 
aware of this reality, and many are exploring how they can make the most of the 
treasure trove of data at their disposal.  However, there is still some 
skepticism and confusion around how data can be enriched with external 
sources.  There is a need for education around various types of data available 
for purchase, and how they can be used to enhance marketing campaigns."

About Research Now SSI
Research Now SSI is the world's leading global provider of first-party consumer 
and professional data based on extensive, proprietary market research panels.  
Around this core asset of opted-in, managed data, the company has built 
innovative data services and solutions that bring the voice of the individual 
to the entire marketing spectrum, from research to marketing to advertising.  
Research Now SSI serves more than 4,000 market research agencies, media and 
advertising agencies, consulting and investment firms, and healthcare and 
corporate customers in the Americas, Europe, and Asia-Pacific.  For more 
information about our range of data-driven offerings, go to 

About Econsultancy 
Econsultancy's mission is to help its customers achieve excellence in digital 
business, marketing and ecommerce through research, training and events. 
Founded in 1999, Econsultancy has offices in New York, London and Singapore.  
Econsultancy is used by over 600,000 professionals every month.  Subscribers 
get access to research, market data, best practice guides, case studies and 
elearning – all focused on helping individuals and enterprises get better at 
digital.  The subscription is supported by digital transformation services 
including digital capability programs, training courses, skills assessments and 
audits.  We train and develop thousands of professionals each year as well as 
running events and networking that bring the Econsultancy community together 
around the world.  To accelerate your journey to digital excellence, visit

Kate Brunkhorst

SOURCE: Research Now SSI