A Third of Marketers Don’t Trust Their Marketing Data: Report
There is a growing divide between data analysts and marketers when it comes to trusting their data. Almost a third of marketers don’t trust the data they are given to inform campaigns, according to the latest research from marketing data analytics platform Adverity. A number that rises to 41 per cent among their data analyst colleagues—posing […]
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There is a growing divide between data analysts and marketers when it comes to trusting their data.
Almost a third of marketers don’t trust the data they are given to inform campaigns, according to the latest research from marketing data analytics platform Adverity.
A number that rises to 41 per cent among their data analyst colleagues—posing a new challenge for the C-suite charged with driving marketing results. Yet, the very same divide deepens at the leadership level—with 51 per cent of Chief Technology Officers (CTOs) & Chief Data Officers (CDOs) lacking trust in the data compared to 34 per cent of CMOs.
The new “Marketing Analytics State of Play 2022: Challenges and Priorities” research commissioned by Adverity surveyed marketers and data analysts, identifying the key strategic challenges faced by marketers and data analysts.
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For businesses, such a trust divide that becomes greater the more senior you go should cause significant alarm. Teams are failing to communicate mistrust, which results in key strategic decisions regarding spending, budget allocation, and campaign optimisation being made without accuracy or confidence, potentially resulting in huge amounts of the marketing budget being misused or ultimately wasted.
“Modern marketing can’t afford to wait three weeks for someone to sift through a spreadsheet. A lack of real-time insights – as data is spread across too many siloed locations – compromises the quality of marketing campaigns. By manually wrangling data, businesses not only open themselves up to human error and inefficiency but also commit themselves to a reactive strategy,” said Harriet Durnford-Smith, CMO at Adverity.
“If CMOs don’t trust their own data, can they still be credible in the boardroom, and drive impactful activations? Being able to prove the success of their campaign is key to driving long-term positive impact. Those who cannot keep up with the evolution or aren’t willing to embrace the new ways of working will ultimately be left behind. Moving away from manually wrangling data is the first step to becoming a data-driven business,” she added.
