Overwhelmed rather than empowered?>

Posted by John Noble 12-Dec-16

Data has always been one of the fundamentals to effective marketing, but senior marketers feel overwhelmed by data and that it is negatively impacting their creativity, according to a recent survey

We all seem to buy-in to the fact that data can give greater insight, which can drive new revenue opportunities, so this leads us to ask what is going on?

What's causing data anxiety?

Over the last few years, there has been a data explosion – there's more data available, from more places and it's continuing to grow exponentially.

With a plethora of new BI tools and analysis software available to drive insight, a skills gap has opened up.

Many companies still have structured and unstructured data stored in multiple silos and do not have a holistic view.

What can be done about it?

  • Investment - in people
  • Investment - in technology
  • This is easier said than done, but those who manage to invest well in both people and technology, will reap the rewards that effective actionable insight can bring.

Thankfully, according to the same survey, 44% of senior marketers plan to invest more in training over the next few years. As for the rest, they'll continue to feel overwhelmed...


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