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CMOs are drowning in data and distracted from consumer behavior, Adverity report finds

A third of CMOs (33%) are more focused on the impact of the rising number of channels and platforms than increasingly complicated consumer behavior (17%), according to new research from integrated marketing data platform Adverity. Findings also suggest that related growth in data volumes may be a significant cause behind this imbalance of priorities.

Titled ‘Recession, Resilience, & Marketing Data: What’s shaping the CMO’s roadmap?, the report surveyed 300 CMOs across the US, UK, and DACH region from small to midsize businesses (SMBs). The research uncovers key challenges for CMOs in the current climate of accelerated change, digitalization, and uncertainty, and results indicate data handling issues are hindering efficiency.

While 85% of CMOs agree the capacity to make data-driven decisions is a critical competitive advantage, many are struggling to ensure effective data management. Almost seven in ten (67%) feel the volume of marketing data available has become overwhelming, with 99% using 10 or more data sources and 52% using 14 or more. These findings suggest many businesses are at risk of missteps as the global economy declines, with unwieldy data preventing smart pivots, and distracting CMOs from the need to align experiences with shifting consumer needs.

Although 29% of CMOs are planning to enhance internal capabilities by increasing their data operations budget through 2022, this push towards increased spending doesn’t translate across the board. Nearly as many (27%) say their budget has decreased and the majority (44%) are working with the same spending pot as last year, with those identifying as ‘least resilient’ to black swan events in recent years more likely to cite budget reductions.

Meanwhile, lack of knowledge within the business (27%), is the most common blocker to investing in data tech. This is closely followed by the perception that adopting new tech will be too complicated (23%), while only 8% indicate the main barrier to investing in tech is securing budget.

Harriet Durnford-Smith, CMO, Adverity said: “CMOs have become overly bogged down by data challenges and lost sight of their core purpose: meeting the needs of the consumer. How they got here isn’t hard to understand. As channels and platforms have expanded, so has the quantity of incoming data about audience interactions and marketing performance. Failing to implement efficient systems for managing this data, however, means they are now wary of smart tools and battling to bring disordered information into order, when they should be using it to inform efforts that create consistently strong consumer connections.

“Fixing this problem is far from impossible, but CMOs need to move quickly as global market conditions worsen. Combined with an existing cost of living crisis, looming recession is spelling a gloomy financial outlook for consumers, making it increasingly critical for marketers to offer greater value, as well as demonstrating responsibility and sensitivity. Only with a unified supply of accurate insights can they pinpoint the best path to driving relevant, meaningful, and empathetic conversations, which fuel long-term bonds and trust.”

To view the full report, visit:
https://www.adverity.com/en/resources/research-recession-resilience-marketing-data

 

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Methodology
In April of 2022, Adverity commissioned a survey of 300 CMOs from small and midsize businesses (SMBs) across the US, UK, and DACH region (Germany, Austria, and Switzerland). Respondents were interviewed over the telephone, and represent a wide range of industries, including Technology, Marketing Agencies, and eCommerce. Respondents came from small and midsize businesses as defined by Gartner; small businesses are defined as organisations with an annual revenue of between 20 million and 50 million USD while mid-sized enterprises are defined as organisations with an annual revenue of between 50 million to 1 billion USD.

About Adverity
Adverity is a leading integrated data platform for marketers that enables businesses to make insights-driven decisions, faster and easier. By automating connectivity from hundreds of data sources and destinations, Adverity's platform transforms data to deliver a single view of marketing and sales performance, reducing the complexity in demonstrating marketing effectiveness and return on investment across online and offline channels. https://www.adverity.com