Use of customer insight still lagging

Less than half of UK financial directors and managers believe that companies in their industry sector are using customer data to drive their marketing. According to a survey by KDB, only 43 per cent of senior financial executives believe that their peer group is able to access and analyse customer data for use in marketing.

Levels of believed usage varied widely, with 72 per cent of those in hospitality and catering saying customer insight was being used, compared to travel and transport at 65 per cent and banking at 50 per cent. Sectors where perceptions of insight’s role were particularly low were retail (38 per cent), media and marketing (36 per cent), utilities and telecoms (36 per cent) and healthcare (29 per cent).

Matt Boot, chief analyst at KDB, says: “Using customer data to inform your marketing strategy is vital in the current economic environment. Smart companies use such insight both to get more out of existing customers and to make sure they are approaching the right potential customers in a way that will work.”

He adds: “Customer data is a tool that is right there at the disposal of most companies and it helps them to make sure they are focusing on the sorts of customers that will help keep up their margins and cashflow in the face of the recession. The last thing marketers want to be doing at the moment is wasting their budgets on less profitable and loyal consumers. The effective use of customer insight helps them identify the right targets for their marketing.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here