Are Marketers Satisfied With How They're Using Data?

Are senior marketers happy with how their organizations are collecting, analyzing, and utilizing data?

To find out, 3Q Digital and March Communications surveyed 315 marketing leaders in March and April 2016. All respondents had eight or more years of marketing experience, worked for an organization with more than 50 employees, had some/complete control over marketing strategy/budget allocation, and worked on digital/social marketing efforts.

Some 57% of respondents say they are satisfied with how much influence data has over marketing decisions; 56% are satisfied with the level of access they have to data; and 43% are satisfied with how much effort it takes to collect data.

Marketers who have a favorable view of how their organization is structured are much more likely to be satisfied with the role of data, the analysis found.

For example, 67% of marketers who like their organizational structure are pleased with how much influence data has on decisions, compared with just 35% who do not like their organizational structure.

About the research: The report was based on data from a survey conducted in March and April 2016 of 315 marketing leaders.

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