IT 'should do more' to help marketing, protect investments

A lack of analysis and business intelligence is causing marketing departments to confuse and anger their prospective customers, wasting money invested in both the campaigns themselves and the business intelligence and analytics tools that support them, according to new research.

The survey found that 73% of UK consumers believe that companies will email them anything, regardless of its relevance.

This in turn has lead to 52% of consumers treating all marketing email they are sent as spam, regardless of its relevance and importance, according to a TNS survey of 2,031 British adults commissioned by analytics vendor Kognitio.

Some 59% of survey respondents wanted tougher legislation on email marketing. Howver, the research also showed that 64% of respondents would happily engage with marketing emails, if they thought they were relevant to them and had been correctly targeted. “Marketers can fix this problem, but they need help” said Roger Llewellyn, Kognitio’s CEO.

He suggested that IT departments were failing to use Business Intelligence and analytics tools correctly, or not sharing these tools with marketing and other departments.

“IT departments need to make sure that their marketers have all the BI and analytical support they could possibly need,” said Llewellyn. “If IT can’t help bring the marketing department under control despite the growth of easy access to BI and analytical technology, IT will be making a rod for its own back,” he predicts.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.

Tags softwareapplications

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Computerworld UK staff

Unknown Publication
Show Comments

Brand Post

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Aysha Strobbe

Microsoft Office 365/HP Spectre x360

Microsoft Office continues to make a student’s life that little bit easier by offering reliable, easy to use, time-saving functionality, while continuing to develop new features that further enhance what is already a formidable collection of applications

Michael Hargreaves

Microsoft Office 365/Dell XPS 15 2-in-1

I’d recommend a Dell XPS 15 2-in-1 and the new Windows 10 to anyone who needs to get serious work done (before you kick back on your couch with your favourite Netflix show.)

Maryellen Rose George

Brother PT-P750W

It’s useful for office tasks as well as pragmatic labelling of equipment and storage – just don’t get too excited and label everything in sight!

Cathy Giles

Brother MFC-L8900CDW

The Brother MFC-L8900CDW is an absolute stand out. I struggle to fault it.

Luke Hill

MSI GT75 TITAN

I need power and lots of it. As a Front End Web developer anything less just won’t cut it which is why the MSI GT75 is an outstanding laptop for me. It’s a sleek and futuristic looking, high quality, beast that has a touch of sci-fi flare about it.

Emily Tyson

MSI GE63 Raider

If you’re looking to invest in your next work horse laptop for work or home use, you can’t go wrong with the MSI GE63.

Featured Content

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?