94 Reading: Marketing Data Sources
Marketing Information: Where the Data Are
Earlier sections of this module alluded to excellent sources of marketing data, many of which are freely available or carry a minimal cost. Others are well-respected commercial sources of marketing data and customer insights. This reading provides an overview of useful go-to data sources that marketers should know about, should the occasion arise to use them. The data sources recommended below are a representative sampling, rather than a complete list.
It is also worth noting that the marketing information landscape is continually changing. Marketers would be well served to continually scan for new developments and information sources that may be beneficial to improve their understanding of customers and ways of serving them.
Publicly Available Data Sources
Government agencies, non-profit organizations, and non-governmental organizations often publish freely available data that may inform marketers’ understanding of consumers, customers, the geographies, and industry sectors where they operate. Great information sources include the following:
| Source | Description |
|---|---|
| Google Public Data Directory | A directory of publicly available data sources from around the world. |
| Google Trends | A search tool for exploring search volume for any term used in a Google search. |
| Pew Research Center | Public opinion and research reports from a non-partisan, American think tank. Freely available research covers social issues, public opinion, and demographic trends shaping the United States and the world. |
| United Nations UNdata | A data service of the United Nations that provides centralized access to a wide variety of U.N.-maintained data sets such as demographics, socioeconomic status, and development indicators for nations around the world. |
| World Bank Data | Economic data and economic development indicators for 100+ countries around the world. |
| World Trade Organization (WTO) Data | Information about international trade and tariffs and the regulatory environment for 100+ WTO member countries. |
Syndicated Marketing Research Data
A number of commercial companies provide syndicated marketing research that is well respected and often well used by organizations that subscribe to their services. A sampling of these services is provided below:
| Source | Description |
|---|---|
| Acxiom | Extensive consumer datasets containing demographic, purchasing, credit, and other information companies can map to their own customer and prospect data for research, marketing analytics, and marketing campaign execution. |
| Experian | Extensive consumer datasets containing demographic, purchasing, credit, and other information that companies can map to their own consumer and prospect data for research, marketing analytics, and marketing campaign execution. |
| Ipsos | Canadian syndicated surveys on a range of topics. |
| IRI | Point-of-sale data linked to household panel purchasing