Half of marketers surveyed say technical tasks and technology
that isn't fit for purpose hamper effective customer data
utilization
BOSTON, Aug. 14,
2024 /PRNewswire-PRWeb/ -- An exclusive
survey from market-leading customer data operating system (OS)
BlueConic has revealed that unrealistic technical demands and
technology gaps are the biggest hurdles facing marketers from
benefiting from their customer data.
To be successful, marketers need the most
relevant knowledge of who they are trying to connect with, at the
moment of interaction. However, our survey shows that they are
being asked to do SQL and other technical tasks that have never
been a part of the marketing job description before.
The findings come from a survey conducted in partnership with
WBR Insights, which interviewed 100 senior marketers and executives
at top business-to-consumer brands. More than half of the
respondents (51%) come from companies with more than $1 billion in annual revenue.
Key findings from the survey include:
● Tools that require marketers to code like engineers create
challenges for hands-on doers: 50% of marketing leaders are either
uncertain about their teams' skill sets, or do not believe their
teams possess the necessary technical skills to effectively utilize
customer data in their marketing strategies.
● Technology infrastructures fall short: 71% identify
integrating new technologies with existing processes as the biggest
obstacle to being data-driven, while 81% rate their technology
infrastructure as only adequate for now, partially adequate, or
inadequate. In addition, 72% of the respondents struggle to
integrate data from multiple sources and platforms, while 56%
struggle to ensure data quality and cleanliness.
● Organizational silos persist: 67% believe that a unified
vision and understanding of data's value across departments is the
best way to support effective collaboration on customer data
initiatives. Yet 47% say their marketing teams only collaborate
with IT, sales and customer service occasionally or rarely.
● Customer insights aren't actionable: Only 14% of respondents
said their organization was highly effective in putting customer
data into action. In contrast, over half of respondents rated their
ability to put customer data into action as only moderately
effective (25%), somewhat ineffective (30%) or not at all effective
(1%).
● Data remains a double-edged sword: Although first-party
customer data is regarded as the foundation for growth, marketers
are grappling with maximizing the benefits. Analyzing large volumes
of data was cited as the top challenge by respondents (29%) with
another 22% ranking it as their second most difficult challenge.
The second biggest challenge for marketers is managing data privacy
and consent issues (28%) with 15% placing it as their second
biggest challenge.
● Future investment: Despite the top technological challenges,
there is a notable shift in priorities, with a substantial 67% of
respondents planning to invest in enhancing their organization's
ability to adhere to privacy and security regulations in the next
12 months. Prioritizing the ability to integrate data from multiple
sources and platforms is a key consideration for 58%, while 57% are
focusing on the ability to analyze large volumes of data
efficiently and another 57% will invest in initiatives that ensure
data quality and cleanliness.
"To be successful, marketers need the most relevant knowledge of
who they are trying to connect with, at the moment of interaction,
in order to make a resonant connection. However, our survey shows
that they are being asked to do SQL and other technical tasks that
have never been a part of the marketing job description before,"
said Patrick Reynolds, CMO at
BlueConic. "These findings emphasize the need for no-code tools
that provide marketing and other hands-on doers with access to data
and the means to apply the insights to high-performing actions in
market – without coding or submitting tickets to other
departments."
The findings of the research will be discussed in more detail as
part of an upcoming webinar titled "Navigating the Data Deluge:
Strategies for Putting Customer Data into Action."
When: Tuesday, August 20, 2024 •
1:00 p.m. Eastern Time.
Where: Register here.
About BlueConic
BlueConic is the operating system that puts data into action for
marketing and growth doers. The industry-first solution empowers
doers with an unmatched range of capabilities to access relevant
customer data, create resonant customer experiences, and drive
maximum returns for their business. More than 500 businesses
worldwide rely on BlueConic to unlock their full customer data
potential, including Forbes, Heineken, Mattel, Michelin, Telia
Company, and VF Corp. Learn more at www.blueconic.com and
follow us on LinkedIn @BlueConic.
Notes to Editors:
The survey was conducted in partnership with WBR Insights, which
surveyed 100 senior leaders from consumer brand manufacturers and
multi-brand sellers between March 19-April
10, 2024. The respondents represent companies that
manufacture and sell a variety of consumer products, including
health and beauty (9%), apparel (8%), auto and transportation (8%),
and home furnishing goods (8%), among others. The organizations
represented in the report vary in size, as measured by annual
revenue. More than half of the respondents (51%) come from
companies that make more than $1
billion in annual revenue. Participation was voluntary, and
respondent identities were confirmed by phone before completing the
survey.
Media Contact
Karolina Throssell, Iden, 44
07855751005, karolina@iden.global, www.blueconic.com
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SOURCE BlueConic