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.

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