IT 'should do more' to help marketing, protect investments

A lack of analysis and business intelligence is causing marketing departments to confuse and anger their prospective customers, wasting money invested in both the campaigns themselves and the business intelligence and analytics tools that support them, according to new research.

The survey found that 73% of UK consumers believe that companies will email them anything, regardless of its relevance.

This in turn has lead to 52% of consumers treating all marketing email they are sent as spam, regardless of its relevance and importance, according to a TNS survey of 2,031 British adults commissioned by analytics vendor Kognitio.

Some 59% of survey respondents wanted tougher legislation on email marketing. Howver, the research also showed that 64% of respondents would happily engage with marketing emails, if they thought they were relevant to them and had been correctly targeted. “Marketers can fix this problem, but they need help” said Roger Llewellyn, Kognitio’s CEO.

He suggested that IT departments were failing to use Business Intelligence and analytics tools correctly, or not sharing these tools with marketing and other departments.

“IT departments need to make sure that their marketers have all the BI and analytical support they could possibly need,” said Llewellyn. “If IT can’t help bring the marketing department under control despite the growth of easy access to BI and analytical technology, IT will be making a rod for its own back,” he predicts.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags softwareapplications

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Computerworld UK staff

Unknown Publication
Show Comments

Father’s Day Gift Guide

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Laura Johnston

MSI GS65 Stealth Thin

If you can afford the price tag, it is well worth the money. It out performs any other laptop I have tried for gaming, and the transportable design and incredible display also make it ideal for work.

Andrew Teoh

Brother MFC-L9570CDW Multifunction Printer

Touch screen visibility and operation was great and easy to navigate. Each menu and sub-menu was in an understandable order and category

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Featured Content

Product Launch Showcase

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?