New Marketing Intelligence Report Reveals the Data and Analytics Challenges Marketers Face

Partnering with marketing research agency The Leading Edge, Salesforce Datorama, has launched its first Asia-Pacific Marketing Intelligence Report, entitled Data, Growth, and the New Marketing Mandate. Here’s what the results say for the challenge New Zealand and Australian marketers face.


The first Asia-Pacific Marketing Intelligence Report has revealed that 91 percent of marketers in Australia and New Zealand (ANZ) take on more responsibilities to drive ROI and growth, however, ANZ organisations still need to overcome key data and analytics challenges.

Examining 1,000 marketers across APAC, the report states that over 93 percent of ANZ marketers have shifted their priorities to focus on marketing-led growth.

Some of the biggest barriers that marketers face for driving growth include data mismanagement, a lack of a unified view of performance, and a lack of real time insights.

Senior director of product marketing at Salesforce Datorama, Jay Wilder, says marketers are witnessing their role evolve as they are responsible for propelling business wide outcomes.

“As they become increasingly accountable for operationalising growth mandates across the entire organisation, they need to embrace a data-driven culture and modernise their approach to unifying marketing data and measuring performance,” he says.

ANZ marketers face a number of roadblocks when it comes to integrating their data for a complete view of cross-channel marketing. The recent report shows that 69 percent of marketers still integrate their data manually to an extent, and almost seven out of ten of those surveyed spend a week or longer harmonising data from disparate channels.

Room for improvement could also be seen in other areas, the study reveals. When it comes to data analytics and optimisation, 73 percent of marketers don’t have access to real-time insights, 47 percent of marketers experience misalignment across teams on measurement and reporting, and 36 percent find it a challenge to share and collaborate on data analysis.

Wilder says a succesful marketing strategy should include the strategic alignment of people, processes and technologies.

“This will allow marketers to continue advancing their data and analytics capabilities to power the most effective engagements with the digital customer and drive business impact.”

To read the full Salesforce Datorama’s APAC Marketing Intelligence Report, click here.

About Mollie Edwards

Mollie Edwards writes across ICG business titles, NZ Marketing, StopPress and The Register.

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