A 2021 survey reveals that many marketing departments are not using data in up-to-date ways. Many professionals are still using spreadsheets and manual data manipulation. Data analysts in particular say they have a low level of trust in the data they are reporting. The survey further detected a need for real-time campaign reporting. Strong campaign reporting capabilities are more common among those using predictive analytics. Another issue is that data privacy laws are forcing marketers to find new ways to gather first-party data. Personalization is important in this regard. Ultimately, investing in the right technology is crucial to achieving faster, trustworthy, real-time data.
- Before deciding how many dollars should go to a marketing campaign or strategy, give some thought as to how data is processed.
- If your company is still using spreadsheets, you're wasting time, labor, money and opportunities.
- Shockingly, more than 50% of survey respondents admitted they did not fully trust their own published data. The fix is analytic and predictive software.
"Currently, 36% of marketers are uncertain on how to optimize the allocation of their marketing budget."