Marketers Seen Over-Reliant On “Hearsay Data” For Local Marketing Insights

Senior marketers say they have a formalized process for measuring the success of their local marketing campaigns, while another 37% use one only when the situation calls for it, per results [download page] from a new CMO Council survey. But when it comes to the types of local market data used to impact campaign performance, those same marketers appear to be too reliant on “hearsay data,” finds the study. For example, marketers are twice as likely to gather insights from field and business development teams as they are to examine online voice of customer listening and analysis (57% vs. 29%). (more…)