About 42% of CMOs feel data is hindering creativity among marketing teams

New Ideas in MarketingEssential news for marketers, summarised by YouGov
May 20, 2022, 9:53 AM GMT+0

An Adverity report has found that 43% of CMOs claim the biggest barrier to getting value from their marketing data is related to company culture.

Marketers are still undecided over whether increasing sophistication and volume of data helps or hinders creativity - while 41% of respondents feel it does, 17% remain unsure. 18% of respondents feel the lack of tools to manage data is the single biggest reason they continue to struggle to get value from data. 

About 30% of marketing teams only review data once a quarter or less. Similarly, 43% of respondents say their teams spend more time getting data in one place, in comparison to actually using the data to make decisions.

When it comes to acquiring talent, 73% of CMOs are committed to introducing a dedicated marketing ops role to manage martech stacks, to their team. According to the report, 66% of CMOs say it’s harder to hire new employees with a data background than to upskill their current team. 

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