2021年品牌调查与研究报告（英）-13页_1mb

报告摘要

October 2021 Brand Research Study Summary

Objective

Stirista conducted this study to understand how D2C (Direct-to-Consumer), mid-tier, and Fortune 100 brands purchase data, the challenges they face, and areas that could be valuable for a white paper.

Methodology

Method: Data was collected via an online panel targeting key positions at major brands in the US.
Sample Size: A total of 100 interviews were conducted from September 8 to September 14, 2021.
Survey Duration: On average, the survey took about 5 minutes to complete.

Key Findings

Outsourcing of Marketing Functions

Outsourcing Trends: Most brands outsource some marketing functions.
- Marketing Research: 52% of brands outsource this function.
- Digital Advertising Placements: 50% of brands outsource this.
- Traditional Advertising: 44% of brands outsource this.
Data Importance: 60% of brands consider "leveraging data" as critical for business success (scoring 8 or higher).
Data Quality Pillars: Accuracy (25%) and timeliness (22%) are the top two factors for data quality.
Realistic Expectations: 81% of brands believe these data quality pillars are realistic to ask for.
Preferred Data Types: 46% of brands want to leverage transactional or behavioral data to drive more business.
Data Providers: Brands prioritize reputation (22%), data quality (21%), and pricing (16%) when selecting new data providers.

Data Sources Utilized

Brands get data from various sources, with most relying on 1st- or 3rd-party data.
49% of brands use data from their ad agencies.

Factors to Be Aware of with New Providers

Marketers and data analysts should consider the following when evaluating new data providers:
- Reputation of the provider
- Quality of data
- Pricing structure
- Connectivity to the provider
- Data transparency and reliability
- Integration capabilities with existing systems

Strategies for Next 12 Months

Brands plan to use several strategies to drive D2C business, including:
- Enhancing data-driven marketing campaigns
- Improving customer personalization
- Expanding data sources
- Investing in better data analytics tools
- Optimizing customer acquisition and retention

Respondent Profile

Total Respondents: 100
Focus: The study primarily focused on personnel from D2C brands.
Organizational Roles: The respondents were spread across various roles, including marketing managers, data analysts, and senior executives.
Brand Types: A mix of D2C, mid-tier, and Fortune 100 brands participated.
Revenue Categories: Brands were represented across different revenue levels, indicating a broad range of perspectives.

Conclusion

The study highlights the growing reliance of brands on data for business success, with a particular emphasis on data quality, provider reputation, and pricing. Brands are increasingly looking to outsource functions like marketing research and digital advertising placements, and they are interested in leveraging transactional and behavioral data to enhance their D2C strategies. The findings suggest that data providers must focus on delivering accurate, timely, and reliable data while maintaining strong reputations and competitive pricing structures.