Marketers lack confidence in mobile

The study involved interviewing more than 300 senior marketers and while 80% agreed the rise of mobile has significantly increased the amount of data and signals at their disposal they still have concerns.

For instance two-thirds said they were not confident they'd identified the most critical signals in their customers’ journey and 61% were still not fully confident in their ability to find new profitable customers.

Craig Tuck, RadiumOne’s UK managing director, said: “The industry talks incessantly about the flood of new data being produced and this is certainly the case with mobile, as people do more things on them, but the simple truth is most marketers aren’t confident of exploiting it adequately.

“Consequently, the industry needs to do more in helping them in three key areas: identifying the right consumer signals of interest, building accurate predictions and then activating these to increase ROI.”

When it comes to using data to improve branding, marketers cite “knowing where consumers are on their journey” as their biggest challenge (cited by 38%). For driving sales, it’s "knowing what the most important customer interaction points are" (also 38%).

Marketers cited content sharing from apps ( 29%) mobile site visits ( 28%) and app installs ( 27%) as the most valuable signals for improving mobile branding. For mobile direct response, it’s purchase data ( 38%), geo-location and bookmarked content (both 35%).