Marketing and data
Marketers Are Really Into Big Data Analytics
75% of marketers plan to implement a big data analytics project within two years.
Marketers Don’t Have Much Confidence in Their Own Data
40% of marketers give their organizations a grade of C or lower on how well they use data.
There’s Not Much in the Way of Actual Systems
Only 10% of marketers say their organizations use data in a systematic way.
There’s Not Much Actual Process Either
42% say that lack of process is the No. 1 obstacle to using data to make better decisions.
Outdated Technology Is an Issue
39% say their technology is inadequate or outdated.
Marketers Realize Data’s Untapped Potential
45% of marketers feel data is an underutilized asset.
Marketers Have Trouble Calculating ROI
75% of them report this is an issue and rank data integration as the No. 1 barrier to determining it.
Top IT Investment Goal for Marketers
40% want to be able to measure the success of multichannel marketing campaigns.
Not Much Alignment With IT
74% of marketers don’t view the IT organization as a strategic partner.
Most Marketers Still Get Their Data From IT
51% obtain their data from IT systems, 32% control their own data and 17% rely on external providers.