With the rise of mobile and its revenue potential, two-thirds of marketers still struggle with identifying the signals of engagement in their customers' journey.
While 61% of marketers surveyed see untapped opportunities in mobile advertising, they agree that they lack the information to find new, profitable customers.
While 80% of those surveyed by Radium One and the Mobile Marketing Association agree that consumers use of mobile devices enables them to access more data, the survey suggests that 58% are not fully confident in their re-engagement efforts to alleviate customer churn while over 50% aren't confident in their ability to acquire new customers and re-engage lost ones.
"The industry talks constantly about the flood of new data generated by digital engagement, and this is especially the case with mobile, given how indispensable smartphones are today," said Bill Lonergan, chief executive of RadiumOne.
"But the plain truth is that most marketers simply aren't confident in their ability to capture and utilize data effectively.
As a result, we must help them in three key areas: identifying the right consumer signals of interest and intent, building accurate insights and predictions and activating these to maximize return on marketing investment."