Marketers Want To Use Data More in 2021 – But There Is a Right Way to Do It, Says Sidecar

The wealth of data available to retail marketers presents considerable opportunity, but only if it can be managed effectively. A new report, published today by performance marketing platform Sidecar, has found that marketers want to be more data-driven in 2021, but are still facing a number of challenges. In order to succeed, Sidecar identifies resource management and process re-evaluation as critical. Data should support, not dictate, the marketing process; Sidecar found that only 38% of marketers rely on data over instinct when making decisions. Yet it still plays a crucial role in maximizing marketing performance and turning new e-commerce visitors into loyal customers. This isn’t news in retail marketing – data has been a buzzword for years – but it still remains a challenge for many. “There’s so much data, it’s overwhelming,” said Mike Perekupka, director of product marketing at Sidecar. “Digital retail marketing is a data-driven discipline, yet many smart initiatives fail because of messy or flawed data. My advice to retailers is to start small, get it right, and then expand with their use of data, rather than trying to tackle everything all at once, because that’s likely impossible.” The vast majority of marketers reported that they felt suitably skilled for their role (88%),

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