76% of Marketing Execs Say They Don't Target With Behavioral Data

Razorfish study of C-suite set raises eyebrows

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Seventy-six percent of marketers do not utilize behavioral data in either segmentation analysis or targeting, per a Razorfish study called The State of Always-On Marketing that surveyed 685 C-suite executives. In this so-called Big Data era, that number seems surprisingly high—to say the least.

"There are two primary factors behind most companies not using behavioral data," said Pete Stein, CEO of Razorfish, a global digital agency that's based in New York. "The first is that today’s marketers continue to use the technology, processes and tools developed 20 years ago or more to drive consumer segmentation.



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