Please accept all cookies to ensure proper website functionality. Set my cookie preferences

Most marketers say it takes too long to turn data into actionable intelligence, and then too long for that actionable intelligence to be applied to campaigns, according to recent research from the CMO Council.

The report was based on data from a survey of 150 marketers as well as in-depth interviews with senior marketers.

Only 5% of respondents say they can go from data gathering to actionable intelligence immediately.

The rest say it takes short of real time but still fast (23%), longer than desired but still in good time (31%), a long time but the data is still useful (23%), far too long (15%), and so long that the output is irrelevant (3%).

Marketers say the lag between collecting data and producing actionable intelligence is largely caused by the complexity of the data (39% cite it as an issue), insufficient staffing (34%), and siloed data (29%).

Some 21% of respondents say they can move from gaining actionable insights to applying these to campaigns short of real time, but still within what they consider fast. The rest say it takes longer than desired but still in good time (26%), a long time but the insights are still useful (39%), far too long (12%), and so long that the insights are irrelevant (2%).

Marketers say the lag between producing actionable insights and applying them to campaigns is largely caused by differing priorities (56% cite it as an issue), disconnected systems (41%), lack of budget (41%), and lack of automation (38%).

About the research: The report was based on data from a survey of 150 marketers as well as in-depth interviews with senior marketers.

Continue reading "Why It Takes So Long to Apply Data-Driven Insights to Campaigns" ... Read the full article

Subscribe today...it's free!

MarketingProfs provides thousands of marketing resources, entirely free!

Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.

Already a member? Sign in now.

Sign in with your preferred account, below.


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

Metrics & Measurement Resources

You may like these other MarketingProfs resources related to Metrics & Measurement.

Why Data Quality Is Important for Market Intelligence

So much of marketing is data-driven. But what makes data high-quality, and what are the advantages of vetting the data you use? This article covers the basics.

The ROI Resurgence: How a Year of Virtual Events Made Measuring ROI More Important Than Ever

Industry events were famously difficult to measure ROI for... until they went virtual. Now, marketers can use the lessons learned from those virtual events to improve ROI measurement on hybrid and in-person events as well as digital ones.

A Five-Point Plan for First-Party Data

Marketers are collectively sighing in relief at having two more years before the death of third-party cookies takes effect. So what should they do with that time? Prepare to fully use first-party data.

The Most Important KPIs to Track the Effectiveness of Your Email Marketing Strategy

Tracking email KPIs goes far beyond simply monitoring your open rates. This article outlines other important metrics to use, and how to track them.

Three Marketing Metrics to Stop Tracking—And What to Measure Instead

Marketers love metrics, but they don't always track the ones that bring the most value to their company. Here are three examples of metrics that should be retired, and three that should replace them.

How to Use Email Metrics to Optimize Your Campaigns [Infographic]

This infographic from Salesforce looks at what key email metrics mean and explores how you can use them to optimize your campaigns.