Lack of Trust in marketing data – What does this mean for the CMO?

Lack of Trust in marketing data – What does this mean for the CMO?

Earlier this month Adverity launched its latest research project, surveying 964 marketers and marketing data analysts to understand their major challenges, strategic priorities, and pain points.

Shockingly, the research found that over a third (34%) of CMOs don’t trust their marketing data, this rises to over 50% of CTOs / CDOs. Meanwhile, the biggest pain point for both marketers and data analysts (42%) is the time it takes to manually wrangle data. Whilst there is not necessarily a direct correlation between manually wrangling data and lack of trust, they are closely linked.

Manually Wrangling Data

By manually integrating data from multiple sources, businesses not only open themselves up to human error and inefficiency but also commit themselves to a reactive – or worse, ineffective, strategy. Burning precious time and wasting human potential on processes that can be fully automated isn’t good for business and modern marketing can’t afford to wait three weeks for teams to build a report.

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, and therefore, more successful business. You can’t manage what you can’t measure, as the saying goes.

Marketers want a clear overview of campaign data, boiled down to simple, easy to understand trends. Whilst they don’t necessarily need to understand the complex manual integrations that analysts are frantically pulling together behind the scenes, they do need to understand the challenges their analysts face – the biggest being manually wrangling data.

Low Trust

While, 41% of analysts state that low trust in marketing reporting due to data inconsistencies or errors is a significant challenge, just 30% of marketers see this as a problem. The devil is in the detail, and the ability of marketers (and CMOs) to devise and execute impactful campaigns won’t be enhanced if their right hand ‘lieutenants’ – data analysts – don’t believe in the accuracy or ‘intelligence’ of their data in the first place.

Perceptions of data inaccuracy represent the single biggest difference in opinion between the two roles. Marketers and analysts are more than twice as likely to disagree about this than any other challenge they face.

Where there is no trust in data – the fundamentals of any effective marketing or brand campaign – there is no trust in the decisions based on the back of those foundations.

Real-Time Analytics

The need for increased usability and visibility of data in near real-time is clearly one of the biggest.

C-Suite challenges today, combined with the lack of data-driven insights to help drive marketing strategy.

The C-suite wants clear guidance on what actions to take grounded in accurate and timely data. In short, they want to harness value from their data. Unfortunately, their analysts are too busy scaling mountains of data and manually integrating a growing number of data sources to be able to see a bigger picture – to explore what the data is telling us, to spot emerging trends and activation opportunities.

Most of their time is spoken for leaving precious few moments for analysis that could highlight valuable and actionable recommendations. CMOs continue to rely on their gut feel and experience but have the potential to be better equipped for driving the business forward with better decisions based on better insights.

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