• by Joe Mandese  @mp_joemandese, July 12, 2022

Marketing has entered a new phase of speed and complexity characterized as "high-velocity data marketing," but most marketers have not yet integrated the tools -- chiefly AI -- necessary to manage it, according to a new study released this morning by the CMO Council and GfK.

The report -- "The High-Velocity Data Marketer" -- is based on a survey of 300 global marketers, which the council divides into "high" and "low" performing groups based on their "data maturity" and "innovation," and it found that while 22% of top performers are utilizing AI pervasively only 4% of bottom ones are.

“Many need to get better at extracting relevant data signals across channels, generating actionable insights, making insights available in real-time, and going deeper and more granular with customer insights," the council's Executive Director Donovan Neale-May says in a statement released with the report.

The latency is noteworthy, because the No. 1 area respondents said they are seeking to improve over the next year is "real-time availability of insights," something many experts believe might not be attainable without incorporation better AI into analytics.