Surprising Number of Marketers Are Not Using Behavioral Data

Adweek published an article this week on a Razorfish study, which revealed that 76 percent of marketing executives do not use behavioral data in segmentation analysis or targeting. The CEO of Razorfish attributes this surprising number to two primary factors: marketers’ use of old technologies and a struggle to translate the large amounts of available data. Read the complete article by Christopher Heine here.