What's Holding Enterprise Marketers Back From Data Analytics Success?

Measurement & Analytics — Wed., Feb. 12, 2025

According to a Nielsen IQ report, enterprise marketing teams face challenges in realizing the full potential of data analytics, with difficulties connecting data and regulatory barriers being the top concerns.

The report, based on a survey of 600 senior marketing leaders globally, also found that while most use data to monitor performance, only 39% have tools to recommend action based on data.

Despite these challenges, 76% of respondents are confident in their data, analytics, and insights systems' ability to adapt to future business needs, according to the report.

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