|View printer-friendly version|
Four out of five senior marketers are ‘data blind’ as they struggle with influx of analytics
In partnership with global research company Censuswide,
“Despite having more data about the customer journey than ever before, marketing leaders have more pressure from the business and more challenges in keeping up,” said
To reduce operational and strategic complexity, almost a quarter of large enterprise organizations (23 percent) are preparing to spend up to 40 percent of their marketing budget on data management and analytics in the next 12 months. An even greater number (70 percent) will allocate at least a fifth to this type of technology.
The study also found that as a result of the changing nature of marketing, many senior marketers are finding it difficult to hire the right employees and upskill their current workforce. More than one-third (35 percent) of marketers at large enterprise organizations said their main recruitment priority is to build a rounded team with a balance of data and creative skills. Skills in data security and compliance were also reported (45 percent) as one of the top three skills being sought after as data from across the business becomes more critical to marketing’s success. Not surprisingly, creative skills (45 percent), and data science and analytics skills (42 percent) were the other top two.
Today, marketers see the use of data as a driving force within the sector. A fifth of all marketers believe the biggest benefit of increased data is the ability to make key marketing decisions faster -- and in real time. In addition, a quarter of respondents say it enables them to build better-informed strategies.
“More intelligent use of data is central to a new approach to marketing,” said James. “The result will be a marketing organization that creates customer value, increases transparency around results and enables marketers to focus on strategy and execution.”
For more information, or to download the full report with additional findings, visit https://www.domo.com/learn/report-marketings-new-m-o
In partnership with global research company Censuswide, this study surveyed a total of 681 senior marketers in seven key international markets:
The survey was conducted in
Source: Domo, Inc.