76% of Marketing Execs Say They Don't Target With Behavioral Data

Seventy-six percent of marketers do not utilize behavioral data in either segmentation analysis or targeting, per a Razorfish study called The State of Always-On Marketing that surveyed 685 C-suite executives.

In this so-called Big Data era, that number seems surprisingly high -- to say the least. Here are a few other findings from the Razorfish's executives-based study, which was sponsored by Adobe and compiled by an unnamed survey vendor:

• Fifty-eight percent considered themselves strong at targeting experiences to segmented groups, while only 38 percent believed they are capable of targeting prospects versus returning customers. Stein said the disparity between the numbers "makes it clear there's a disconnect between [audience] segmentation development and execution."
• Just 13 percent said their companies are pushing segmented experiences and measuring the results.
• Less than 5 percent believe they are managing experiences for an "always-on" consumer.