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Study: Marketers to increase spend, hiring in 2013

BY Katherine Boccaccio

Portland, Ore. — Survey results released Monday by Infogroup Targeting Solutions and Yesmail Interactive found that almost 70% of companies plan to spend more on data-related marketing initiatives in 2013, with a heavy emphasis on hiring.

More than half of the respondents surveyed said they plan on adding new employees to oversee their data efforts this year, including analysts and executives.

"In 2013, brands should be taking a disciplined approach to building out their data operations,” said Michael Fisher, president of Yesmail Interactive, an Infogroup company. “Data collection has almost been the easy part; the new challenge will be connecting the dots between different types of data across multiple channels.”

According to the survey, most marketers have successfully implemented data-collection tools, but in 2013 they will focus on putting technology and people in place to use their customer information in a more sophisticated and targeted way. For example, 45% of marketers identified analyzing or applying customer information as the biggest data-related challenge they will face this year. Only 11% said data collection will be their most difficult task.

Among the report’s key findings around data-related spending and hiring:

  • 68% of marketers said they expect their data-related expenditures to increase greatly or slightly in 2013; only 3% said they expect data-related expenditures to decrease;
  • 56% plan on hiring new employees to handle data collection or analysis, with the most common position being a data analyst (20%);
  • 5% said they plan on hiring an executive to oversee data initiatives.

Companies are also starting to realize the need for more timely use of customer data to drive more personalized marketing campaigns. More than half of the survey respondents said they have already started implementing real-time data and plan to make greater use of it in 2013.

Another 30% said they plan on using it for the first time or consider using it.

The study also provided additional insights into 2013 data and marketing trends. Among the findings:

  • Almost 80% of marketers plan to make greater use of customers’ social media data to drive marketing campaigns in other channels in 2013;
  • The majority of marketers use insights from customer data to drive marketing campaigns on their website (83%), email (72%) and social media (59%);
  • Less than half use customer data to drive marketing campaigns through the offline channels of direct mail (47%), print (32%) and telemarketing (30%);
  • Almost half the respondents said their website is the best source of gathering customer data, followed by email (19%) and social media (12%); and,
  • More than 25% of marketers admit they don’t know when they performed quality control on their customer data.

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S.Gacho says:
Mar-13-2013 02:38 am

Study release today by Infogroup that marketers plan to increase the big data spending in 2013 by hiring and building more system to keep up with the fire hose of information generated bu growing social channel. - Rich Von Alvensleben

S.Gacho says:
Mar-13-2013 02:38 am

Study release today by Infogroup that marketers plan to increase the big data spending in 2013 by hiring and building more system to keep up with the fire hose of information generated bu growing social channel. - Rich Von Alvensleben

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Shopko appoints president

BY Staff Writer

Green Bay, Wis. — Shopko announced that Jill Soltau has been promoted to the position of president and CMO.

Soltau joined Shopko in 2007 as SVP and GMM apparel and accessories. In 2009, she was promoted to EVP and CMO. Prior to joining Shopko, Soltau held several senior level positions in merchandising, planning and private brand at Sears and Kohl’s department stores.

In her expanded role, Soltau will continue to oversee Shopko’s merchandising and product development, while assuming responsibility for marketing, e-commerce, inventory management and supply chain departments.

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Soltau will continue to oversee Shopko's merchandising and product development, while assuming responsibility for marketing, e-commerce. design site

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United Airlines opens Walgreens-managed employee health clinic at O’Hare

BY Marianne Wilson

Chicago — United Airlines on Friday announced the opening of its employee health clinic at O’Hare International Airport. The clinic, managed by Walgreens, will serve a broad scope of employees’ health needs, such as urgent care for routine illness, travel and other immunizations including flu shots, prepackaged medications, job-related physical training and pre-employment physicals, at no cost to employees.

The 5,200-sq.-ft. facility is the only one of its kind for any airline at O’Hare. United also offers healthcare clinics for its employees at its Cleveland, Houston, Guam, and Newark/New York hubs.

“More employers are recognizing the benefits of worksite health centers and wellness programs to improve the overall health, satisfaction and productivity of their employees, while also reducing costs,” said Gregg Wasson, Walgreens president and CEO. “This project brings together two companies with deep Chicago roots to make health and wellness a top priority.”

The new O’Hare facility is United’s fifth workplace health, with all of the locations managed by Walgreens. United’s O’Hare facility adds to the more than 370 employer-based worksite health and wellness centers managed and operated by Walgreens Employer Solutions Group.

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