Some of the survey results and trends are predictable. For example, companies with higher revenue are more likely to have on-staff data scientists; and 58% of survey respondents see making more accurate decisions as a benefit of basing those decisions on data.
But other results are less obvious, and probably more interesting too. For example:
- 50% of marketers say that marketing and IT are not strategic partners in their company
- 40% of marketers gave their department a grade of C or lower for using data to drive marketing
- 71% of marketers plan to implement a Big Data analytics solution in the next two years
- Less than 10% of companies use the data they have in a systematic way
- Of the types of data companies collect and currently use to drive marketing, transactional data came in last at 38% (demographic data came in first with 73%)
- In a list of obstacles to implementing data-driven marketing, lack of funding priority came in very high, at #3, with 35%
- The industry vertical with the lowest number of marketers giving themselves a grade of A was Financial Services (at 16%), worse even than telecom/utilities and healthcare
- 30% of companies at the low end of the revenue scale (between $100M and $500M in revenue) plan to evaluate/add marketing data scientists in the next 2 years. That's a significantly higher percentage than companies in any of the other (higher) three revenue categories
The survey shows that we're in a bit of a split reality right now, when it comes to big data. Marketers are probably the most advanced adopters of the technology, and 71% of them plan to have Big Data solutions in place in the next two years. Meanwhile 75% of marketers can't calculate their ROI and 50% of them say that IT is not a strategic partner.
Well, at least they're honest, and that's probably quite valuable. Download the full report and see if you can't benefit from the candor of 2200+ marketers' shared experiences on using data in their craft.