Article

Becky McArdle
Becky McArdle 8 January 2021

’Data Blind’ Marketers are Failing to Access Insights That Can Improve Their Campaign ROI

Research has shown that marketing professionals are blind to much of the data that provides them with crucial insights to improve marketing ROI. The survey, by AI marketing company Datasine, found that four in every five marketers are wasting approximately a third of their data.

On average less than half of all valuable marketing data is actually used. This is despite marketing professionals universally acknowledging that harnessing customer data more effectively would increase ROI on future campaigns by at least 19%.

Datasine commissioned the survey by Sapio Research among 250 UK marketing professionals to better understand how well data was being used in marketing and what role artificial intelligence (AI) plays in improving marketing performance.

Datasine believes that using data to gain insight is crucial to helping marketers improve the performance of their campaigns and that they should be seeking to use AI to help them generate actionable insights more quickly and accurately.

Chris Loy, CTO & Co-founder at Datasine said: “We think that platform proliferation – where each platform or channel is producing its own set of siloed data – is often to blame for insights being missed by marketers. While many are collecting data and are aware of its value, the data is often siloed, depending on the platform it has been taken from.

Marketers should be looking to combine and assess the data holistically to get a better view of measurement and insight, AI can help them achieve this at the pace needed in a digital marketing environment”

Despite the majority of marketers harnessing less than three quarters of their data, many claimed to feel confident in their ability to use it. 84% stated that they successfully use data to strategize and make decisions; 80% that they are able to effectively analyse their data and 78% feel confident in the quality of their data.

Marketers also claim to be confident in their ability to improve context analysis in different aspects of their campaigns, with over three quarters saying they are able to tweak and improve text, placement, image, colour choice, layout and video with ease.

Loy continued: “With such an overwhelming show of confidence, it begs the question of why so many marketers are not able to apply the full goldmine of data that they are sitting on. AI can be the driving force to harnessing data and successfully applying data to future campaigns, but often marketers are taking analysis offline to make critical decisions, rather than using learnings as an intuitive part of the AI driven process.”

According to the research, the majority of respondent’s mirror Loy’s view, as 90% consider AI to be valuable in terms of improving campaign performance, while 48% claim that it is crucial in this aspect. However, many seem hesitant to act on this, with just 31% planning to implement AI in the next 12 months.

While it is clear there is desire within the industry for marketers to fully access the value of their data, it seems that there is still work to be done when it comes to maximising the full potential that data can bring.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Five Ways to Gain Maximum Return on Your Videos

Five Ways to Gain Maximum Return on Your Videos

Without question, our collective appetite for video is fuelling more video-centric experiences online. Video’s ability to impart both emotional and practical information makes it a win-win for brands and consumers...

Juli Greenwood
Juli Greenwood 2 July 2024
Read more
Get Your Ad Strategy in Shape For a Summer of Sport

Get Your Ad Strategy in Shape For a Summer of Sport

From the UEFA European Football Championship to the Paris Olympics, UK media companies and advertisers are limbering up for a super summer of sport. Below, we share three tips to get both on the podium this season...

Sarah Whitfield
Sarah Whitfield 13 June 2024
Read more
Set Your Data Free With Web3

Set Your Data Free With Web3

In the first of our series of pieces looking at the top digital trends of 2023, lead web developer, Craig Wheatley, discusses what the current state of owning our own data is and how Web3 is revolutionising how it can...

Candyspace Media
Candyspace Media 1 February 2023
Read more
How to Review a Website — A Guide for Beginners

How to Review a Website — A Guide for Beginners

A company website is crucial for any business's digital marketing strategy. To keep up with the changing trends and customer buying behaviors, it's important to review and make necessary changes regularly...

Digital Doughnut Contributor
Digital Doughnut Contributor 25 March 2024
Read more
The Impact of New Technology on Marketing

The Impact of New Technology on Marketing

Technology has impacted every part of our lives. From household chores to business disciplines and etiquette, there's a gadget or app for it. Marketing has changed dramatically over the years, but what is the...

Alex Lysak
Alex Lysak 3 April 2024
Read more