It’s a note we’ve struck on more than one occasion: the importance of data in the modern era of digital marketing can’t possibly be overstated.
Of course, there are a lot of buzzwords out there — and a lot of confusion about what to do when there’s a dearth of data. Marketers are wrestling with everything from “programmatic buying” to “native content” to “mobile marketing,” yet many don’t have the tools to properly use the tech.
According to a recent ANA survey conducted with McKinsey & Company, advertisers still have a mountain to climb.
“Take, for instance, the role of the chief marketing officer. According to the ANA’s survey, which polled a sample of 374 marketers, 43 percent of marketing leaders feel they are not encouraged to experiment,” notes the Wall Street Journal marketing blog. “That, of course, is a thorn in the side of marketing executives, who are expected to be experts in new forms of advertising — from mobile video to native ads.”
So what’s one of the biggest impeding factors when it comes to using data effectively for marketing today? Believe it or not, it’s not knowing where to find data. To do that, one must know from where data originates. A new infographic from the data scraping specialists at Mozenda highlights the origins of data in the modern digital age (it’s must-know stuff for digital marketers, indeed).
It goes without saying that data is always increasing and the list of places from which data originates is growing just as quickly. All told, it means tracking down and harnessing the power of collected data would be nearly impossible without the assistance of contemporary web scraping software — one of the first steps digital marketers looking to capitalize on the power of data must invariably take.