New research suggests a sense of discord among marketers, with just over half feeling that they spend too much time analyzing data, and don’t have enough time left to spend on other aspects of their work. The new report from marketing automation brand BlueVenn finds that nearly two-thirds (64 percent) of UK and U.S. marketers believe it’s their role to collect customer data, but not actually to have responsibility for analyzing it on a daily basis.
These findings reveal a mounting 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.
Interestingly, according to the research, 93 percent of marketers are either “confident” or “very confident” in their own ability to analyze 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.
“With the overwhelming flood of big data, marketers are struggling to keep on top of their role,” said Anthony Botibol, marketing director at BlueVenn, in a news release. “Where they are developing their analytic skills in 2017, and feeling quietly confident about their abilities, 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,’” he added.
“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 thoughtful approach to breaking the data deadlock,” Botibol concluded.
The report, Data Deadlock, examines how U.S. 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 U.S. consumers, as well as 602 B2C marketers (300 from the UK and 302 from the U.S.).