Nearly Two-Thirds of Global Marketers Lack Confidence in Their Data, Analytics, Insights

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by Samuel Pordengerg Jul 12, 2022 News
Nearly Two-Thirds of Global Marketers Lack Confidence in Their Data, Analytics, Insights

Modern marketers need high-velocity data marketing to spot sudden, disruptive changes in customer and market behavior according to a new report. The ability to acquire real-time, relevant data signals and close the gap between data, insights and action is something these data systems need to be able to do.

The high-velocity data marketing maturity curve, including critical capabilities today, plans for the next 12 months, and gaps between top performers are examined in this new research.

A survey of over 300 marketing leaders found some key findings.

  • 62% of marketers are only moderately confident (or worse) in their data, analytics and insights systems
  • 46% say access to relevant customer data is hit or miss or worse
  • 39% of top performers say the journey from data gathering to actionable insights is fast or immediate compared to only 7% of bottom performers
  • 60% of top performers say their data/analytics/insights systems are very agile and adaptable compared to 9% of bottom performers
  • 30% of top performers use AI pervasively in multiple systems compared to 4% of bottom performers

There is a report on the high-velocity data marketer.

A new era of high-velocity data marketing has entered the world of CMOs. Many need to get better at getting relevant data signals across channels and generating actionable insights.

The high-velocity data marketing maturity curve has a significant opportunity for marketers. The report looks at emerging, relevant data signals, identifies challenges and regional differences, and recommends actions for high-velocity data marketing.

"CMOs need to manage hyper-targeted brands and messaging across thousands of potential touchpoints." Most CMOs don't have the sophisticated insights and tools they need to master this new landscape, according to our research. To meet aggressive growth targets, marketing leaders need to partner with CTOs, commercial leads, and other key stakeholders to make sure they have the high-velocity data and platforms they need.

There is a methodology.

A survey of over 300 marketing leaders worldwide was used to create the report. We conducted in-depth interviews with executives at many companies.

The council is about CMOs.

The Chief Marketing Officer Council is a global network of executives dedicated to high-level knowledge exchange, thought leadership and personal relationship building among senior corporate marketing leaders and brand decision-makers. Approximately $1 trillion in aggregated annual marketing expenditures are controlled by the 16,000-plus members of the CMO Council. More than 65,000 global executives are members of the strategic interest communities of the CMO Council. You can find more information on the website www. cmocouncil.org.

Gfk. The growth comes from knowledge.

We have earned the trust of our clients around the world by answering critical business questions in their decision-making process. Access to real-time actionable recommendations that drive marketing, sales and organizational effectiveness has been made possible by our reliable data and insights. We will deliver growth from knowledge. Visit the website for more information.

Kevin Sugarmanksugarman@CMocouncil.org can be reached.