Asia marketers struggling to make use of real-time data, finds TNS study
Brand owners in Asia are struggling to make use of real-time data, a study by TNS has shown, with just under three quarters of marketers in the region saying they are unable to integrate data from different sources to make decisions on the fly.
Current market research methods are not helping marketers make quick and informed decisions, insights are ‘not actionable enough’ (68 per cent) and ‘too slow’ (also 60 per cent) to be of use, according to marketers surveyed in eight APAC markets.
Most marketers continue to rely on traditional methods of measuring campaign success, such as sales and market share uplift, the survey finds.
“Despite their importance, these metrics are retrospective and do not empower businesses to track the ongoing reception of campaigns, react to live issues and make the changes that could nudge their marketing activity in a more favourable direction,” the study reads.
Singapore is leading the way for the use of social media monitoring to inform decision making.
The report was based on the views 2,700 marketers across Asia.
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