Study: Marketers challenged by data, IT departments

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Waltham, Mass.—Marketers view turning data into actions as one of their main challenges and view the lack of support from information technology departments as an impediment, according to a poll by marketing management software company Unica Corp.

The online survey, “The State of Marketing 2010,” conducted in the last quarter of 2009 with 150 marketers, found that 70% view turning data into action as “very important.” A close second, at 69%, is the importance of measuring results and increasing effectiveness.

The lack of IT support for marketing’s technology needs was a clear No. 1 choice as a “big bottleneck,” with 67% labeling it as such. An almost-equal stumbling block is integrating cross-channel efforts, with 62% citing this as their main concern.

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