Marketing automation success: Why it's all about the data

New report into marketers using marketing automation platforms shows that data management and hygiene is the biggest hurdle to realising return on investment

Poor data management, quality and access are hindering marketers from realising significant returns on investments into marketing automation platforms, a new report claims.

The inaugural 2016 MarTech Data Report, based on a survey of 400 US marketers and sales executives conducted by data automation vendor, Openprise, illustrates both the importance of data management for advanced marketing success, as well as the significant gap still apparent in how data is being utilised.

For example, the report found data hygiene issues, such as data scrubbing and de-deduplication, were a major problem for 49 per cent of respondents using marketing automation platforms.

In addition, 55 per cent said incorrect data was a key contributor to poor quality data, while 51 per cent said missing data contributed to data quality. Half of all respondents also reported data decay as a critical challenge, and 26 per cent said wrong formats were causing issues. Just one in four are updating databases in real time.

Overall, data quality and management were the top two marketing technology challenges in 2016. Of those who nominated data as the top hurdle, 30 per cent reported data quality as a major challenge in 2016, and 23 per cent said data management was an area of concern.

The report also looked into marketing technology priorities for respondents this year, and again found data management as top of the list (43 per cent). Analytics was also up there (39 per cent), followed by customer relationship management (35 per cent).

The importance of tackling data was again highlighted in responses to questions around recruitment. Thirty-six per cent of respondent said data management would be their top hire for 2016, both in terms of internal recruitment as well as agency hiring.

“To compete in today’s data-driven economy, companies must maximise data quality and management,” commented Openprise CEO, Ed Wing. “As business runs on data, organisations are starting to recognise data quality and management as the unsung heroes of demand generation.”

According to the report, marketers are spending most of their time on analytics and reporting, followed by data management, campaign execution, sales support, and strategy and planning.

Another aspect of marketing management investigated by the report was lead scoring. While 78 per cent of marketing automation users surveyed are scoring leads, only half use this for lead qualification. Confidence in this process is also low, averaging six out of 10.

There was a distinction between how leads are viewed, too. Sales respondents favoured demographic data (31 per cent versus 16 per cent of marketers), while marketers put a bigger emphasis on lead engagement (61 per cent of marketers versus 33 per cent of sales professionals).

These and other results in the report show just how few organisations are actively engaged in advanced marketing techniques and practices today. For example, half of those using marketing automation still haven’t started programs such as personalisation, and only 53 per cent said they used lead nurturing.

About half using marketing automation are building target account lists, and 46 per cent are doing ideal customer profiling. One in four use predictive lead identification.

The Openprise report was based on a poll of more than 400 marketing and sales professionals undertaken in November 2015. Just over 60 per cent are not using marketing automation platforms.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the CMO newsletter!

Error: Please check your email address.
Show Comments

Supporting Association

Blog Posts

Disruption Down Under – What’s Amazon’s real competitive advantage?

Savvy shoppers wait in anticipation, while Australian retailers are gearing up for the onslaught. Amazon’s arrival is imminent.

Change across the board: Why boards need to digitally evolve

Traditionally the non-executive board of a company acts in an advisory capacity - attending monthly board meetings to offer overarching advice and guidance typically focusing on:

Jodie Sangster

CEO, ADMA

The most desirable customers you’ve overlooked

“What will really move the needle?” This is a question that keeps leaders awake at night. And at the intersection of some of their top priorities – finding pockets of growth, redefining the customer experience, and making an emotional impact – lies a latent market: Their diverse customers.

Being aware of regulations or guidlines is just the start. As our CEO Emma Lo Russo stated exactly two weeks ago at an event we supported...

Alan Smith

​Are the Wild West days of influencer collaboration over?

Read more

Rebranding is always nice solution to get better organisation. Businessman may apply certain special services (for example, https://www.l...

David Hill

CMO interview: Spearheading the global rebranding of OFX

Read more

Thank you so much for sharing this article.Top Digital Marketing company in Bangalore

Way To DM

Predictions: 17 digital marketing trends for 2017

Read more

Thanks for the great article Jodie, agree many boards and senior execs are operating in outdated modes, just as we need some reverse soci...

sharyn

Change across the board: Why boards need to digitally evolve - Data-driven marketing - CMO Australia

Read more

I'm looking forward to Marketo moving toward providing these type of engagement metrics. The vision is there - what happens next to the p...

Emily Dick

Marketo CEO: Stop using outdated metrics, start basing marketing on engagement

Read more

Latest Podcast

More podcasts

Sign in