Marketing and IT Are Disconnecting on Data Needs

By Dennis McCafferty  |  Posted 08-23-2013

Marketing and IT Are Disconnecting on Data Needs

Big Plunge 71% of marketers plan to launch a big data solution in the next two years, as 45% say data is their most underutilized asset.

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Piecemeal 48% say they only use data on an ad-hoc basis, compared to 33% who have embedded it systematically.

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Big "To Do" 56% plan to use data to systematically drive marketing within the next 12 months.

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Top Types of Data Used by Marketers Customer-service information: 81%, Customer-satisfaction data: 78%, Digital-marketing interaction: 75%, Demographics: 74%, Usage and preference data: 67%

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Top Obstacles to Data-Driven Marketing Failure to bring insights into decision-making: 42%, Inadequate and/or outdated tech: 39%, Lack of funding: 35%

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Limited Perspectives Only 18% of companies have a single view of the customer even though it's a top priority.

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Untapped Potential Only 35% of companies routinely use data to improve customer interactions.

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Distinguished Parties 74% of marketers say they are not strategic partners with IT.

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Inner Conflicts 65% say silos in the marketing department prevent a holistic view of data.

Marketing and IT Are Disconnecting on Data Needs

Marketing and IT Are Disconnecting on Data Needs

Elusive Equation 75% say that calculating the ROI of data efforts is challenging.

Marketing and IT Are Disconnecting on Data Needs