Data has revolutionized all things marketing over the past decade, from how marketers attract prospects and manage customer relationships to how they measure success and work more efficiently. No longer are marketers simply message-pushers with big television advertising budgets. Instead, modern marketers wear many hats, from strategist and analyst to technologist, researcher, writer, editor, designer and project manager. Data ties nearly every aspect of this fast-evolving role together.
However, the amount of data available to most organizations, from a wide variety of channels and sources, has exploded in recent years. Its sheer size and complexity can be unwieldy and challenging, leaving many marketers struggling to take advantage of the powerful potential of data. For example, according to a recent Winterberry Group study, the vast majority of marketers (74%) hope to grow revenue through the use of data — but less than half that number say they have been successful in reaching that goal due to challenges with harnessing and understanding available data.
To reach marketing goals, the first step is to get the most out of your data. But accessing that intelligence means overcoming some hurdles related to collecting and interpreting data. Here are four common data challenges marketers encounter — and how the right marketing automation platform can help you face them head on: