CMOs are drowning in data , report finds
CMOs are drowning in data , report finds
A third of CMOs ( 33 %) are more focused on the impact of rising number of channels and platforms than increasingly complicated consumer behaviour ( 17 %), according to new research from integrated marketing data platform Adverity .
Titled ‘ Recession , Resilience , & Marketing Data : What ’ s shaping the CMO ’ s roadmap ?’, the report found that while 85 % of CMOs agree the capacity to make data-driven decisions is a critical competitive advantage , many are struggling to ensure effective data management . Almost seven in ten ( 67 %) feel the volume of marketing data available has become overwhelming – with 99 % using 10 or more data sources and 52 % using 14 or more .
“ Especially in the digital age , CMOs are under pressure from all sides for more meaningful , intuitive , and personalised experiences ,” he says . “ Customers are generating more data than ever before as they interact with brands through channels from websites to mobile apps and even devices like smartwatches .” Used correctly , this can give all the insights a brand needs . However , as Krug explains , turning this sheer volume of data into useful information is also one of the biggest challenges marketers face . “ To deal with this , marketers need three things ,” he says . “ First , they
122 April 2023