Manual data processing is the greatest challenge for companies in 2022. This is shown by a study by Adverity, the intelligent data and analysis platform from Austria. The survey of more than 960 decision-makers in the USA, Great Britain and Germany has shown: Over a third of CMOs do not trust their own data – this makes it increasingly difficult for them to justify marketing measures in their company. [Anzeige]

Almost a third of the marketing experts do not trust the data they receive as a basis for decision-making for their campaigns – among the data analysts it is as much as 41 percent. This is a big challenge for decision-makers: inside and this gap in the assessment of data quality becomes even greater at the further management level: 51 percent of CTOs and CDOs do not trust their own data, compared to 34 percent of CMOs.

Companies should see this as a warning signal: More and more data is available to them, but it is often spread over several locations and regions. Thus, the manual preparation of data via spreadsheets is a process with ever increasing expenditure of time and resources. There is also increased mistrust of the processed data. This leads to that important
strategic spending, budget allocation, and campaign optimization decisions may be made without the necessary accuracy and confidence. As a result, companies run the risk of not using large amounts of their marketing budget efficiently.

Automated data integration as a solution

One of the biggest causes of distrust in marketing data is the still widespread manual handling of data. This is not only a major challenge for many companies, but is also perceived by around 40 percent of marketers and data analysts as too time-consuming. Two thirds of those questioned in executive board positions also share this opinion.

Automated data integration provides correct data, saves resources and focuses on the findings of brand diagnosis, campaign planning and reporting. This means that those responsible for marketing can derive effective action decisions from their reports and evaluate the efficiency of their campaigns on the basis of precise data.

The result: By providing stringent data, trust in marketing is restored. Coherent marketing data through automated integration not only ensure accurate reporting, but also help to master emerging future challenges in the industry as well as to have an overview of marketing expenses and the ROI, which is essential for understanding and addressing the most important target groups.

Challenges for 2022

The study also shows the greatest challenges that marketers and data analysts see for the coming year: 65 percent state that building new target groups and targeting are their most important strategic priorities. In view of the fact that, for example, cookies from third-party providers will soon be a thing of the past and data protection laws are becoming increasingly strict, this is hardly surprising. In the future, companies will not only have to work harder with their content in order to gain access to the zero and first-party data of their customers – they must also evaluate this data efficiently and correctly in order to derive specific recommendations for action and to target their target groups in the long term to bind. The lack of trust in manual data integration at the C-suite level shows that companies need to automate their processes in order to unlock the true potential of their data and master the challenges ahead.

Data is the cornerstone of building marketing campaigns, but to get the most out of it, you need to make sure it’s correct and presented in a way that is understandable and easy to understand. The study also shows that respondents who already have powerful campaign reporting are three times more likely to be good at building target groups and targeting as well as providing personalized content and customer experiences.

The willingness of companies that already have strong campaign reporting to continue investing in this is three times higher than that of companies that have not yet attached any importance to it. In other words, the gap between those who gain more knowledge from their reports and those who don’t is already huge and growing. In view of the lack of trust in campaign reporting and the increasing need for personalized content, this finding is alarming, but not surprising. The question arises when companies realize that modernizing their legacy systems and switching to automated data integration is not an option, but a must.





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