Why Some Marketers Avoid Data-Driven Marketing
Ten Reasons Marketers Ignore the Benefits of Customer Analytics Tools
10. Ignorance: They’ve never heard of customer analytics being used effectively in marketing.
9. Irrelevance: Most of their customers are one-time buyers, so how could data-driven marketing help?
8. Overconfidence: They think their current marketing program is working fine. They already know who their best customers are. They’re getting 80% of their revenue from 20% of their customers. What could be better?
7. Skepticism: They doubt customer marketing software works; they believe all customers defect sooner or later.
6. Resistance to change: Regardless of whether it improves the bottom line in the long run, they are unwilling to change doing business as usual.
5. Inexperience: Data-driven marketing appears complex, requiring skills and people they don’t have.
4. Cost: Marketing campaigns that use customer analytics sounds expensive.
3. Intimidation: Marketing is an art, and data belongs in the classroom.
2. Myopia: They say their customers drive their business, but it’s really their products.
1. Misdirection: They spend most of their money and time on customer acquisition, which means they believe capturing new customers is more important than selling to current ones.