Almost half of marketers report significant pressure to be more data-driven in their efforts, according to a recent report from Teradata, with this aligning with other research similarly showing that marketers are under pressure to become more analytic. The Teradata survey, fielded late last year among more than 1,500 marketers worldwide, also found that 87% consider data the most underutilized asset in marketing organizations, almost double the share (46%) feeling that way a year earlier. With a majority of respondents ascribed benefits to data-driven marketing such as more accurate (67%) and faster (59%) decisions, the study notes that marketers are currently most able to fully leverage insights from data for customer acquisition and retention (53%) and to prove marketing effectiveness by measuring outcomes and ROI (45%).
Curiously, though, proving marketing effectiveness ranks as the lowest priority among those tracked, cited by just 3% of respondents. That’s despite many studies last year How Data Analytics Changes Marketing Campaigns. Source: Teradata