TWO IN THREE MARKETERS BELIEVE IT’S THEIR ROLE TO COLLECT BUT NOT ANALYSE CUSTOMER DATA

Nearly two-thirds (64%) of UK and US marketers believe it’s their role to collect customer data, but not actually to have responsibility for analysing it on a daily basis.

This is according to the latest report by international marketing automation brand BlueVenn, Data Deadlock. The findings suggest a clash between the need for data analysis to be performed on increasingly enormous amounts of marketing data, and the more creative aspects of marketers’ roles. 

The Data Deadlock report examines how US and UK marketers are using data in 2017, future trends and how these align with consumer thinking. It incorporates research from 2,116 UK and US consumers, as well as 602 B2C marketers (300 from the UK and 302 from the US). Its findings suggest a sense of discord amongst marketers, with just over half (51%) of UK and US marketers feeling that they spend too much time analysing data in their day-to-day role, with too little time left to spend on more creative aspects of their work.

Interestingly, according to BlueVenn’s research, 93% of marketers are either ‘confident’ or ‘very confident’ in their own ability to analyse complex customer data. However, despite this confidence, marketers feel that the overwhelming data volumes they face are creating a significant distraction from other aspects of their role with automated analysis tools presenting the only practical way to deal with it.

Commenting on these findings, Anthony Botibol, Marketing Director at BlueVenn said, “With the overwhelming flood of big data, marketers are struggling to keep on top of their role. Marketers are developing their analytic skills in 2017, and feeling quietly confident about their abilities. However, the sheer volume of the data and the little time they have to spend on analysis, means that marketers are perfecting neither their creative marketing campaigns or their data analysis, leaving them in this ‘deadlock’.

“Our report sheds light on where marketers are struggling, where they are going wrong, how the data deluge is making them feel and how consumers feel about marketers’ use of their data. These insights should help both marketers and our industry address these issues via technological innovations, greater education, and by taking a more thoughtful approach to breaking the data deadlock.”