Marketers feel overwhelmed by time spent analysing data
The report, from customer analytics company BlueVenn, describes a ‘data deadlock', where marketers feel either confident ( 46%) or very confident ( 47%) about their ability to analyse data, but almost two thirds ( 64%) don't believe it is their role to do so.
While marketers see the value in data – 86% of UK and US marketers believe that for maximum success they need to collect as much information as possible on their customers – the report also claims that the amount of time marketers spend analysing data manually is leaving them feeling overwhelmed. Just over half ( 51%) feel they spend too much time analysing data in their day-to-day role, which leaves them little time to spend on the more creative aspects of their work.
Meanwhile, 57% of UK and US marketers are still not using data to form a complete view of their customers, and 58% of consumers don't think they are being targeted effectively.
'Marketers are at a deadlock with their customer data and in order to progress, their role is changing from communicator to data scientist', the report saysSettings.
The full report, based on a survey of just over 600 B2C marketers and over 2,000 consumers, across the US and UK, can be downloaded here.

We hope you enjoyed this article.
Research Live is published by MRS.
The Market Research Society (MRS) exists to promote and protect the research sector, showcasing how research delivers impact for businesses and government.
Members of MRS enjoy many benefits including tailoured policy guidance, discounts on training and conferences, and access to member-only content.
For example, there's an archive of winning case studies from over a decade of MRS Awards.
Find out more about the benefits of joining MRS here.
0 Comments