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.

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