Why It Takes So Long to Apply Data-Driven Insights to Campaigns

Measurement & Analytics — Wed., Apr. 8, 2020

According to recent research from the CMO Council, most marketers find it takes too long to turn data into actionable intelligence, and then too long for that intelligence to be applied to campaigns. Only 5% of respondents say they can go from data gathering to actionable intelligence in real time, while the rest take varying lengths of time.

The lag is largely caused by complexity of data (39%), insufficient staffing (34%), and siloed data (29%). When applying actionable insights to campaigns, differing priorities (56%) are the most common issue, followed by disconnected systems (41%), lack of budget (41%), and lack of automation (38%).

The report was based on a survey of 150 marketers as well as in-depth interviews with senior marketers.

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