Study Finds Most Marketers Don't Consider Data Their Responsibility

As the marketing landscape becomes increasingly automated, the role that marketers expect to play has shifted. A study by analytics provider Blue Venn finds that 64% of marketers in the U.K and U.S. say their role is to collect rather than analyze consumer data.

According to the research, 51% of respondents feel they spend too much time with data analysis on a daily basis, with not enough time dedicated to creative aspects. Perhaps counterintuitively, 93% of respondents were confident in their analytic abilities, but find the growing volume of data sets are a distracting time drain.

“From our survey of over 600 U.S. and U.K. marketers, it’s clear that they understand their role in gathering customer data, yet struggle with analyzing it,” Anthony Botibol, marketing director at BlueVenn, told Real-Time Daily. “Without the right tools, 87% of marketers agree that effective customer data analysis is impossible, while 70% of marketers (working in companies worth $625 million or more), believe that there isn’t enough investment in tools for managing and analyzing data.”



Added Botibol,“While [marketers] can still own the data space in their company, they can use technology to make the job of analyzing and segmenting data more manageable, freeing up time to work harder on the creative aspects of their role.”

The Data Deadlock study incorporated research conducted with 2,116 UK and US consumers and 602 B2C marketers. The results were based on a combination of how marketers use data, future trends -- and how these factors correspond to consumer thinking.

2 comments about "Study Finds Most Marketers Don't Consider Data Their Responsibility".
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  1. Randall Tinfow from CLICK-VIDEO LLC, April 26, 2017 at 2:52 p.m.

    Always consider the source of the study. That is not to imply they are wrong. Just take it with a grain of salt.

    Perusing data every day is necessary for responsible marketers.  It's just a matter of whether that task consumes 10 minutes or 5 hours.

    There are times when it is absolutely necessary to drill down, particularly during testing phases.  Much of the innovation I've witnessed has been derived by looking at hundreds of individual user paths.  

  2. Ed Papazian from Media Dynamics Inc, April 26, 2017 at 4:35 p.m.

    I wonder how the questions were actually posed in this study. Did they simply refer to "data" without specifying the kind of information and how it might be used? If so, I would assume that most of the respondents were confused and gave what I would call general and highly "impressionistic" replies. In other words, useless answers.

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