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US marketers look to up spend on online data sources

Rachel Wheeler Archive
Research has found that US marketers are looking to significantly increase their investment in online-derived data sources by 2012.

According to a report by Winterberry Group, marketers are planning to more than double their annual spending on such data sources by investing as much as $840 million by 2012.

Among the information to be collected includes data surrounding digital audiences, transactions and "clickstream" behaviors.

The news may lead to more companies investing in data quality solutions to control the accuracy of their information.

"We are at a turning point in history with new digital channels creating an explosion of data - a 'digital exhaust' - as consumers interact with them," said Brad Terrell, who works in the industry.

"This is a defining moment for modern marketers, since many of their most critical marketing challenges are now actually technology and large-scale data analysis challenges."

Last year, US marketers invested a total of $7.8 billion in marketing data, the study revealed.

Posted by Paul Newman