Marketers are keenly aware of the power and growing influence of data, with three-quarters of respondents to a new Adobe survey [PDF] agreeing that capturing and applying data to inform and drive marketing activities is the new reality. But it appears that the study respondents are slower to implement data-driven practices: roughly half agreed that they trust their gut to guide decisions on where to invest their marketing budgets. And only about half agreed that that they rely more on data and analytics to guide their creative decisions.
The results are reminiscent of a study released in early 2012, which found roughly two-thirds of senior marketers claiming to establish their marketing budgets in part on historical spending, and another 28% on gut instincts. Read the rest at MarketingCharts.