Two-thirds of UK brands are underutilising marketing data

data

Almost two-thirds of UK brands are underutilising their data and limiting its effectiveness by focussing on general analysis activations rather than more sophisticated techniques.

While the majority are activating their data – just a small amount of marketers (5%) are not activating their data at all – only 39% of brands are utilising the power of advanced measurement solutions to gain granular insights from their data. 

This is according to a study of marketing...

11 July 2022 | Big Data

5 steps to increasing business resilience through data maturity

Dany El-Eid, Adverity.

The role of data to empower business leaders to make better-informed decisions is seemingly ever increasing.

But, with the world’s economy becoming increasingly complex and volatile, it is the more digitally mature companies proving to be resilient to economic shocks.

In 2021, Dany El-Eid, director of North America at digital analytics software firm, Adverity, conducted a study into this topic. His research examined 10 companies’ strategies and tactics that have...

13 June 2022 | Best Practice

Combatting the data and analytics skill gap in the marketing industry 

Data displayed on a tablet and print outs.

Research shows that almost half of businesses are recruiting for data and analytics roles, yet 46% of businesses have struggled to fill these roles over the last two years. As marketing evolves, these skills are increasingly important for the industry. With this unprecedented growth in job vacancies, marketers must adopt new strategies to attract and retain talent in marketing roles. 

As a business’ martech stack grows, so does the demand for highly-skilled marketers to...

11 March 2022 | Big Data

LinkedIn snaps up Oribi to accelerate attribution technology capabilities

LinkedIn on a smartphone.

LinkedIn has entered into an agreement to acquire Oribi, an Israel based marketing analytics company, to further help customers gain actionable insights, make smarter decisions and drive business results.

Through the integration of Oribi’s technology into our marketing solutions platform, LinkedIn said its customers will benefit from enhanced campaign attribution to optimise the ROI of their advertising strategies.

As part of the agreement, LinkedIn will also open a...

1 March 2022 | Advertising

CMOs lack data capabilities needed to hit growth targets

A dart board.

UK C-suite and CMO executives agree that data and analytics are vital to business growth yet lack the capabilities required to achieve their targets.

This is according to a Realise UNLIMITED study, which surveyed more than 80 C-suite execs with annual sales of at least £30 million, and found over four-fifths of respondents (81.5%) agree data and analytics are crucial to growing their business. 

However, execs admitted they weren’t sure what good data and...

24 January 2022 | Big Data

Marketers’ digital skills have declined during the pandemic

A woman using a laptop computer.

Digital marketing skills have stagnated or declined during the pandemic, research from training body Target Internet, in association with the Chartered Institute of Marketing (CIM), has revealed.

Their report has found that unlike many other sectors - which saw digital skills accelerated by the pandemic - the majority of digital marketing skills stagnated or declined between 2020 and 2021. This decline has occurred across almost all sectors, and at all job levels, with skills in...

21 December 2021 | Big Data

Lack of Trust in marketing data – What does this mean for the CMO?

Earlier this month Adverity launched its latest research project, surveying 964 marketers and marketing data analysts to understand their major challenges, strategic priorities, and pain points.

Shockingly, the research found that over a third (34%) of CMOs don’t trust their marketing data, this rises to over 50% of CTOs / CDOs. Meanwhile, the biggest pain point for both marketers and data analysts (42%) is the time it takes to manually wrangle data. Whilst there is not...

29 November 2021 | Big Data

34% of CMOs do not trust their marketing data

A park bench with the word 'trsut' engraved on its side.

More than a third of CMOs do not trust their marketing data, according to research from marketing data analytics platform, Adverity. 

Additionally, there is a growing divide between data analysts and marketers when it comes to trusting their data. 

Almost a third of marketers don’t trust the data they are given to inform campaigns. A number that rises to 41% among their data analyst colleagues - posing a new challenge for the C-suite charged with driving...

15 November 2021 | Big Data

Worldwide martech industry valued at £252.65bn

A collection of Sterling notes.

The martech industry has been valued at $344.8bn (£252.65bn), according to a report released by Moore Kingston Smith, a UK multidisciplinary professional services firm.

New research from Moore Kingston Smith in collaboration with the MarTech Alliance assesses the state of marketing technology (the range of digital tools and software that marketers use to achieve their objectives) in 2021/22 across a range of industries, spanning the finance, entertainment, automotive, media and...

1 November 2021 | Big Data

Creating a data ecosystem built on consumer trust

A child playing with Lego.

It’s time to build an ecosystem that is rooted in consumer trust and puts the consumer first, says Tim Geenen, managing director, Addressability Europe at LiveRamp.

The increased scrutiny on third-party cookies, mobile device IDs, and IP addresses has made it increasingly difficult for advertisers to continue delivering meaningful experiences to consumers. As a result, publishers and advertisers alike have been finding ways to personalise the consumer journey without the need...

27 September 2021 | Best Practice