Indian marketers to increase dependence on consumer data: EY Study

‘Brands struggled to break down internal silos, activate data and build right skillsets to drive ROI’.

Some 82% of Indian brands who participated in a study said they saw benefits in leveraging consumer data for marketing, but had trouble analysing touch points to optimise these benefits. Also, 58% of marketers agreed they had gaps in consumer data and thereby faced difficulties in data-driven decision making, said a study titled ‘Leveraging consumer data for marketing’ put out by EY and MMA, a trade association that represents over 800 marketeers and ecosystem players. The study conducted among 150 marketers across sectors, ranging from retail, finance, automobile, media to healthcare, education, technology, also found that 71% of Indian organisations used a blend of first party (1P) and third party (3P) data for marketing and most marketers were increasing efforts to build 1P data.