Marketers say the biggest roadblock they face with regard to getting the most value out of their data is disconnected platforms, according to recent research from Acoustic and eMarketer.

The report was based on data from a survey conducted in March 2025 among 272 marketing professionals from around the world.

Some 54% of respondents say disconnected platforms is one of the biggest data blocks their team faces.

Marketers say the top thing that would improve their ability to leverage data is better integration among existing tools.

 

Marketers say the top challenge they face with regard to implementing AI for their marketing programs is data quality/integration issues.

Some 61% of respondents say their team is somewhat effective in communicating marketing data insights to other departments.

About the research: The report was based on data from a survey conducted in March 2025 among 272 marketing professionals from around the world.