Half of marketers surveyed say technical tasks and technology that isn't fit for purpose hamper effective customer data utilization

An exclusive survey conducted by BlueConic, in partnership with WBR Insights, has unveiled significant challenges marketers face in leveraging their customer data effectively. The study, which involved 100 senior marketers and executives from leading B2C brands, highlights that unrealistic technical demands and technology gaps are major barriers to optimizing customer data usage.

• Technical Skill Gaps:

  • 50% of marketing leaders are concerned about their teams' technical skills, with many uncertain if their teams can effectively utilize customer data.

• Technology Infrastructure Challenges:

  • 71% of respondents view integrating new technologies with existing processes as a major obstacle.
  • 81% rate their current technology infrastructure as only partially or inadequately sufficient.
  • 72% struggle with integrating data from various sources and platforms.
  • 56% face difficulties ensuring data quality and cleanliness.

• Organizational Silos:

  • 67% believe a unified vision of data's value across departments is crucial for effective collaboration.
  • 47% report that their marketing teams collaborate with IT, sales, and customer service only occasionally or rarely.

• Actionability of Customer Insights:

  • Only 14% of organizations are highly effective in applying customer data.
  • Over half rate their effectiveness in putting data into action as only moderately, somewhat, or not at all effective.

• Data Management Challenges:

  • 29% cite analyzing large volumes of data as their top challenge.
  • 28% struggle with managing data privacy and consent issues.

• Future Investment Priorities:

  • 67% plan to invest in enhancing privacy and security compliance.
  • 58% will focus on improving data integration from multiple sources.
  • 57% aim to enhance their ability to analyze data efficiently and ensure data quality.

Expert Insights

• Patrick Reynolds, CMO at BlueConic:
  • “Marketers are increasingly asked to perform technical tasks like SQL, which were not traditionally part of their role. Our survey highlights the need for no-code tools that empower marketers to access and act on data insights without needing technical expertise or support from other departments.”

Upcoming Webinar

• "Navigating the Data Deluge: Strategies for Putting Customer Data into Action":
  • The research findings will be explored in-depth during this webinar, providing actionable strategies for marketers.