Only 17% of UK marketers use data or analytics to make decisions: Survey

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 26, 2021, 4:30 PM UTC

The survey notes ecommerce marketing managers and directors often struggle to identify growth opportunities.

Commissioned to YouGov, a Yard-Cubed survey of 1,000 marketers in the UK reveals that only 17% of the respondents rely on data or analytics when it comes to making decisions. About 71% of the surveyed marketers plan marketing activity on an annual or ad hoc basis, while 84% fall back on their gut feeling while taking strategic decisions.

10 out of 20 ecommerce marketers that struggle to identify growth opportunities blame the lack of analytical insight. Of these, 92% blame lack of people, time or tools.

Similarly, 50% of the respondents say they do not consider themselves working in an agile way. 45% of marketers do not have a formal process in place to set goals. 80% of marketers who do set goals use KPIs, SMART or OKRs.

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