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Executives say the biggest thing preventing better collaboration between brands and marketing agencies is a lack of useful reporting/metrics, according to a recent report from Oracle Marketing Cloud and Forbes Insights.

The report was based on data from a global survey of 255 executives. Three-quarters of respondents work for enterprise brands, 12% for marketing agencies, and 13% for technology vendors that support marketing programs.

Some 28% of respondents say one of the top two roadblocks to brand-agency collaboration is a lack of data that helps to gauge the effectiveness of programs.

Moreover, 26% of say a lack of training and skill development for fully utilizing marketing technologies is a top roadblock.

Respondents say the top benefits of better brand-agency collaboration would be the ability to capitalize more on customer data/analytics (20% say so), the creation of more effective marketing strategies (18%), and the implementation of more successful cross-channel programs (18%).

About the research: The report was based on data from a global survey of 255 executives. Three-quarters of respondents work for enterprise brands, 12% for marketing agencies, and 13% for technology vendors that support marketing programs.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji