How data friction costs marketing teams time, money, and resources

by | Dec 3, 2019 | Marketing, Public Relations

Marketing teams often struggle to work efficiently because so many of their resources are used up trying to keep their customer data in sync with their email service provider’s (ESP) cloud. In addition, enterprise brands across multiple industries experience data feed malfunctions an average of almost twice per week, and that it takes an average of roughly nine months to integrate their messaging program over to a marketing cloud provider. These teams exchange an average of more than 10 million customer records with their ESP, and more than three-quarters of them sync at least weekly.

In short, all these data interactions gobble up marketing time and money, reports new research from The Relevancy Group in a new study, The Hidden Costs of Data Friction, sponsored by MessageGears.

How data friction costs marketing teams time, money, and resources

The demands on time and resources are significant, and marketers see considerable opportunity cost to the work required merely to keep their ESP and their data working well enough to get personalized messaging campaigns out the door.

Nearly half of respondents said they’d prioritize improving personalization if they didn’t have to spend so much time moving their data to their ESP, while 42 percent said they’d improve segmentation, and 39 percent said they’d become more strategic. Other priorities included investing in other marketing channels, doing more testing, and improving retargeting.

How data friction costs marketing teams time, money, and resources

“This was an interesting study to read because we’ve known for years that marketers faced so many challenges with moving data around, but we’ve never seen it quantified at scale quite like this,” said Will Devlin, MessageGears VP of Marketing, in a news release. “Seeing just how often these data feeds break and the way they wish they could utilize the lost time just underscores the reason why MessageGears exists, to give Super Senders a customer engagement product that connects directly to their database.”

How data friction costs marketing teams time, money, and resources

Click here to download the full report.

This report is based on an August survey of more than 400 executive marketers.

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Richard Carufel
Richard Carufel is editor of Bulldog Reporter and the Daily ’Dog, one of the web’s leading sources of PR and marketing communications news and opinions. He has been reporting on the PR and communications industry for over 17 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richard.carufel@bulldogreporter.com; @BulldogReporter