Among their many marketing and media capabilities, senior marketers are most confident in their ability to target customers and are least confident in their third-party data analyses, according to recent research from the CMO Council and NCSolutions.

The report was based on data from a survey of 160 marketing leaders in North America.

Some 57% of respondents say they are confident in their ability to accurately and efficiently target customers.

In contrast, only 18% say they are confident in their third-party data evaluations and analyses.

 

Confidence of marketers in their media marketing capabilities survey results

Respondents say the top marketing/media capabilities they plan on improving over the next 12 months are in-flight campaign optimization and campaign targeting.

Media marketing capabilities marketers plan to improve on over the next 12 months

Senior marketers say the top things holding their marketing/advertising back from reaching its full potential are a lack of budget and a lack of data science/analytical talent.

What senior marketers say is holding them back from their full potential

About the research: The report was based on data from a survey of 160 marketing leaders in North America.

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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