Study: Marketers report frustration with usefulness of data

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Silicon Slopes, Utah—There is a growing disconnect between what marketers need with data and what they are actually getting, according to a report from Domo Inc. According to “2013 Data-driven Marketing Survey,” based on an online survey conducted in July that drew 301 respondents, 87% of respondents said they rely on data to do their jobs well, yet only 45% believed they have sufficient access to the data they need to function effectively. In addition, 83% of respondents stressed the importance of real-time marketing data, but only 37% said they can actually access the data they need in real time. In the survey, 66% of marketers reporedt that they feel overwhelmed by the volume of data they have to handle, 59% were frustrated by how long it takes to receive reports and 50% of marketers said that the marketing reports they receive lack key information.
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