Is modern data infrastructure dragging down today’s marketers?

by | May 13, 2021 | Marketing, Public Relations

Recognizing that most organizations face strategic hurdles as a result of ineffective data application, new research from CX platform provider Simon Data examines how marketers can optimize data to better meet their customers’ needs.

To better understand the divide between marketing objectives and data infrastructure, the firm commissioned Forrester Consulting to evaluate marketing data use cases, objectives, and supporting technologies. The resulting report, When Data Drags You Down: Maximize Marketing Objectives with Modern Data Infrastructure, reveals that 90 percent of marketers described that their strategy is aligned with the organization’s goals—but the same number reported challenges with delivering on those priorities.

Is modern data infrastructure dragging down today’s marketers?

“This study demonstrates the disconnect between what marketers think their martech stacks can do versus the actual outcomes the tech delivers,” said Jason Davis, CEO and co-founder of Simon Data, in a news release. “A majority of marketers view their capabilities as ‘advanced’ or better, but almost everyone in this same group cite limitations around achieving their objectives. When you dig into the issues, it all comes down to the data: data to coordinate channels, data to enable these capabilities, and data required to drive outcomes.”

Is modern data infrastructure dragging down today’s marketers?

The study went on to reveal that integration struggles and the inability to keep pace with customer interactions limit organizations from delivering to their fullest extent. A whopping 95 percent of marketers have experienced negative business impacts because of the marketing and strategy challenges they face. This includes missed market opportunities (39 percent), decreased customer satisfaction (38 percent), missed strategic growth opportunities (36 percent), increased costs (36 percent), and lowered engagement (35 percent). By addressing these shortcomings, businesses can prioritize closing this gap to preserve their brand reputation and boost their bottom line.

Other key findings from the report include a ranking of the most valuable tech capabilities. Eighty percent of marketers rate “Customer data integration across every end channel” as valuable—underscoring the need for solutions that enable organizations to move past internal silos and operate across a unified customer journey.

Is modern data infrastructure dragging down today’s marketers?

Download the full report here.

Forrester conducted an online survey with 465 respondents responsible for marketing technology strategy to analyze how data usage syncs with marketing priorities.

Daily PR Updates

Essential PR industry news, opinion, and analysis delivered to your inbox daily.

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 12 years, and has interviewed hundreds of journalists and PR industry leaders. Reach him at richardc@bulldogreporter.com; @BulldogReporter

RECENT ARTICLES

How effective is email marketing in 2021? Trends to watch

How effective is email marketing in 2021? Trends to watch

Ever since the COVID-19 pandemic that took the world to its knees in 2020, we have been experiencing what can be called a frenzied society with its roles, rules, and the ways of operation altering regularly. The world has gone digital, work is no longer confined to...

5 practical tips to kickstart your marketing career

5 practical tips to kickstart your marketing career

Marketing is a crucial industry that’s flourished over recent years. As the internet and digital platforms have become increasingly popular, the marketing landscape has evolved, and now many businesses employ in-house marketers. Additionally, there are thousands of...