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

Blog Posts

Putting the ‘human element’ back in marketing

During the recent CMO Momentum conference, Paul Mitchell shared how marketing leaders can create cultures that deliver

Paul Mitchell

Managing director, The Human Enterprise

The rise and rise of voice search

In 1982, an AT&T employee by the name of Plotzke predicted the rise of voice: “In fact, it has been predicted that, by 1990, well over half the communications dollars spent by businesses will be for products and services that include voice technologies.

Michael Jenkins

Founder and director, Shout agency

Is design thinking the answer for the next generation of marketing?

The speed and pace of change will never be slower than we’re experiencing today. So in this era of unprecedented change, how can brands meet soaring consumer expectations, stay relevant and deliver differentiated and connected experiences?

Merryn Olifent

Senior consultant, G2 Innovation

End your financial worriesAre you a business man or woman? And you are in need of an urgent loan as to start up your own business? Or do ...

lance

Kmart turnaround chief to exit Wesfarmers, Target

Read more

https://uploads.disquscdn.c... [magic school bus] KID: where are we going today MS. FRIZZLE: the zoo KID: but last week we went to SPACE ...

Germain3161

Sephora Asia details its journey to data-driven decision making

Read more

DP Apparel bietet große Auswahl Audi Rennbekleidung in Deutschland zu den besten Angeboten. Das Geschäft bietet auch qualitativ hochwerti...

DP apparel

Audi Australia gets a new CMO

Read more

this is a really great news

Vincent Mouton

Mobile-first banking startup showcases fresh brand identity

Read more

Prozac is the brand name of fluoxetine, a prescription drug used to treat depression obsessive-compulsive disorder, and panic disorder. B...

jenson smith

CMO's top 8 martech stories for the week - 19 July 2018

Read more

Latest Podcast

More podcasts

Sign in