Despite the reach and the need for more data, only 33% of marketers strongly agree they gain insights fast enough for impactful decision-making, and just 51% currently have employees who are dedicated to analytics, while about 80% say their ability to track return on investment (ROI) for each marketing investment needs improvement.
Salesforce -- which surveyed more than 2,500 marketing decision-makers across 17 countries -- released Wednesday the Marketing Intelligence Report. The report analyzes how marketers use data and analytics to personalize customer experiences, navigate changes in data privacy regulation and prepare for the complexity of cross-channel measurement.
Some 90% of marketers agree that recent data privacy changes have changed the way they measure marketing performance, and nearly four in five say data quality is the most critical factor driving marketing-led growth and customer experience.
Many processes that analyze success and spend across channels remain manual. About half of marketers say they perform data tasks such as quality-assurance checks and data-model mapping manually, but the majority describe the way their team integrates cross-channel data, partly automatic, yet nearly one in five marketers still rely on manual methods, which takes time.
When manually integrating data, 29% of marketers spend at least one week per month collecting, cleansing, and modeling data for reporting and analysis, according to the report.
Google’s third-party cookie deprecation and Apple’s Mail Privacy Protection that reduced the relevance of email opens have forced marketers to shift their media spend. About half of marketers have increased their investment in paid social, mobile marketing, and web experiences.
Legacy channels such as traditional TV and radio advertising were most likely to see a decline. Fifty-eight percent of consumers expect to do more online shopping after the pandemic than before, and 80% of business buyers expect to conduct more business online.
Nearly four in five marketers globally participating in the Salesforce study said data quality is key to driving marketing-led growth and the customer experience. The second most important factor for growth and the customer experience is marketing and sales teams must share business objectives.
Data Quality Drives Growth and the Customer Experience: