Data management remains poor across marketers: Report

New Teradata Data-Driven Marketing Survey finds marketers still don't have a single view of the customer and CMO warns problems continue as big data looms

Marketers are continuing to struggle to make greater use of data within their function, according to the new Teradata Data-Driven Marketing Survey 2013.

The global survey of more than 2200 marketers investigated how companies are using data to drive marketing and create sustainable competitive advantage. It found almost half of respondents believed data was the most underutilised asset in their organisation, with fewer than 10 per cent indicating data was used in a systematic way.

And despite marketers reporting that a single integrated view of customers was one of their top priorities, only 18 per cent had achieved this goal.

According to the chief marketing officer (CMO) for Teradata Applications, Lisa Arthur, much of the problem stems from marketers not seeing themselves as strategic partners to the IT function in their organisation.

“There are a lot of organisational silos, there are a lot of cultural barriers, and that is either slowing down or stopping marketers in their tracks,” she said.

The survey also highlighted the propensity of silos to develop within the marketing function itself, with systems such as email marketing often disconnected from related tools for campaign management or marketing workflow. Fragmented marketing systems led to 75 per cent of marketers being unable to report on their return on marketing investment.

Speaking at the Association for Data-driven Marketing and Advertising (ADMA) Global Forum in Sydney on 8 August, Arthur outlined a five-point plan she claimed would assist marketers in making better use of data, including becoming more strategic in their planning, tearing down silos, untangling their existing data resources, becoming more focused on metrics, and investing in processes.

Of these, she highlighted the third step of untangling data assets as vital, especially given 71 per cent of marketers surveyed by Teradata plan to implement big data analytics in the next two years.

“If they can’t untangle the data hair ball they already have, and big data is piling on that hairball, it is going to be really hard to make the best use of that big data,” she said.

Arthur also advised marketers to not self-sabotage by inadvertently creating barriers to their own success.

“We often use words like ‘brands’, ‘conversions’, ‘click-throughs’, and other buzzwords that are marketing specific,” she said.

“These often don’t mean a thing for CEOs, CIOs and CFOs. So in strategy setting and driving forward with plans, talk in terms of business value and building business cases, and be more like a business person than a marketer.”

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia

Signup to CMO’s new email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Craig Davis

​Leadership resilience, startups scaling up, marketing best practices, customer insights - these are just a few of the topics we manage to explore in the latest episode of Conversations over a Cuppa with CMO featuring Craig Davis.

More Videos

JP 54, D2, and D6 EN590,JET A1 AVAILABLE ON FOB DIP AND TEST IN SELLER TANKWe Can supply Aviation Kerosene,Jet fuel (JP 54-A1,5), Diesel ...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandateWe currently have Available FOB Rotterdam/Houston for JP54,D2, D6, JetA1 with good and w...

Collins Johnson

3-pronged marketing approach for property disruptor Brickx

Read more

With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you can en...

Drishti Khurana

How NRMA’s Arlo the Koala chatbot won over customers

Read more

Hey, With a response rate of 80-90%, a well optimized chatbot is a must-have for every business. Check out this link to explore how you c...

Drishti Khurana

7 innovative brand chatbots

Read more

hey Ever wondered how a business could leverage WhatsApp to grow? Find out here - http://s.engati.com/2rf

Unnit Dedhia

Sydney Uni taps AI for new COVID chatbot

Read more

Blog Posts

Life beyond the cookie: 5 steps to mapping the future of marketing measurement

​There’s no denying there’s been a whirlwind of response to the imminent demise of the third-party cookie from all parts of the industry. But as we’ve collectively come to better understand the implications, it’s clear this change is giving the digital advertising industry the opportunity to re-think digital marketing to support core industry use cases, while balancing consumer privacy.

Natalie Stanbury

Director of research, IAB Australia

Ensuring post-crisis success

The COVID-19 pandemic has exposed brands’ CX shortcomings and a lack of customer understanding. Given ongoing disruption, customer needs, wants and expectations are continually changing, also causing customers to behave in different ways. Just look at hoarding toilet paper, staple and canned food, medicinal and cleaning products.

Riccardo Pasto

senior analyst, Forrester

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Sign in