Singapore marketers show gap between desire for data and actual use: report

Only 21% fully utilise online customer data, despite the rising need for data-driven marketing.

In Singapore, 85% of marketers said they wanted more data-driven marketing despite 73% expressing concerns about data privacy, signal loss, and identity constraints, according to data from Yahoo Singapore Digital Marketers Pulse.

Meanwhile, only 21% fully utilise online first-party customer data, and just 11% use offline customer data to its full potential.  

In addition, a lot of marketers admitted to limited data application, with 70% only somewhat using online first-party customer data and 72% only somewhat using offline customer data for omnichannel efforts.

In terms of omnichannel adoption, the study revealed that 42% expressed interest in doing so, with mobile leading as the preferred channel (39%).

“While marketers in Singapore have recognised that data is a valuable tool to understanding and connecting with consumers, many are still grappling with unlocking its full potential. Amid a constantly changing landscape with limited resources and domain expertise, marketers should seek out and utilise like-minded technology and partners to activate first-party data efficiently for enhanced targeting and omnichannel strategies,” Dan Richardson, director of Data and Insights, AUSEA at Yahoo DSP said.

Yahoo DSP surveyed 181 respondents working in Singapore’s marketing and advertising sector in October.