The importance of cross-channel activity keeps rising, with nearly three-quarters of companies worldwide analyzing interactions between different online channels, according to a survey by research firm Econsultancy and data consulting company Lynchpin. More companies also paid attention to social data in 2013, at 63% of respondents, up from 56% the previous year.
Fewer marketers were interested in customer survey data and third-party market research, suggesting that internal digital resources may be providing much of the info marketers are seeking.
That being said, 64% of marketers still paid for online surveys of customers, a slight 2-percentage-point decrease from 2012. Forty-four percent also paid for social listening tools, pointing again to the increased importance of social data.
And organizations reported putting slightly more resources to data analysis this year, with 45% of respondents dedicating two or more employees to the effort, up from 41% in 2012.