A survey, carried out by Campaigner, the email marketing insights arm of technology firm j2 Global, gathered feedback from 500 email marketers. It revealed that two thirds believe smaller, segmented data provides better insight into marketing strategy and execution than big data.

Specifically, the results showed that marketers are looking for segmented data on their target audiences ( 34%), industry verticals ( 19%) and existing customers ( 13%).

Predictive analytics is also apparently increasing in popularity among this audience: 30% of respondents said they planned to use the tool this year, up from 20% in 2015.

"Every marketing strategy should not only be based on data, but based on analysis of the right data, directly relevant to your audience," said EJ McGowan, general manager at Campaigner. 

"The industry is moving from a macro-data outlook to a more segmented and targeted approach to metrics, and I believe this will provide significant benefits across the board."

Full survey results can be found here.