BRIANWOOLF.COM

Welcome Marketing & Loyalty Speaking & Connecting Brian's View Books by Brian Marketing Studies Contact Us

Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

Get it on Amazon (Kindle/Print)

CEO vs CIO: The trouble with customer data

Making the most of information is a priority for many businesses. However, a study by information management firm Iron Mountain has found that a lack of understanding between those who manage and those who use information is making it much harder to achieve this goal.

The study found that 89% of UK business leaders don't fully understand what their information managers do. In return, 56% of UK records and information managers admit they don't know exactly what senior business leaders want and need from information - with 66% confused about the information needs of colleagues in marketing, manufacturing, finance and other departments.

The study shows just one in ten (10%) of the business leaders surveyed had complete confidence in their organisation's ability to extract the full value from its information.

These trends and their impact are echoed elsewhere, with one global study finding that just 27% of firms say their employees have access to the data they need, and 42% admit that access to their data is cumbersome.

"In today's knowledge-driven world our study has revealed an unexpected obstacle on the road toward return on information," said Sue Trombley, Director of Professional Services for Iron Mountain. "This must be addressed as a matter of urgency if organisations are to have any chance of extracting the full value from their data.

However, the study also found that 88% of records and information managers have confidence in their ability to help businesses maximise the value of their information. This suggests that the observed gap is being created by a lack of understanding and poor communication rather than an inability to deliver. "Business leaders need to better understand what records and information managers can contribute; at the same time information professionals need to align more closely with business needs," concluded Trombley.

Sources: Iron Mountain / The Marketing Factbook.
Copyright © 2015 - 2025 The Marketing Factbook.

Categorised as:

Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)