Study: Most marketers aren't utilizing behavioral data

03/20/2014 | Adweek

A Razorfish survey of 685 C-level executives reveals that 76% are failing to use behavioral data in consumer segmentation and targeting. The continued use of outdated legacy systems and ongoing struggles with using available data to create better experiences are cited by Razorfish CEO Pete Stein as leading factors. "Knowing who you are reaching and how they respond to different tactics helps optimize marketing spend," says Stein.

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