The factors that marketing leaders say are holding marketing back from realizing its full data potential:
- “Systems that connect data silos and boost accessibility”
- “Talent to move from data aggregation to utilization”
- “We lack the budget to execute new data system improvements”
- “Increasingly complex digital footprint of brand and customer”
- “Transparency into data systems to better understand what is available”
- “Failure to keep pace with customer-led digital transformation”
- “Resistance to change”
- “We lack the resources to address our organization’s data transformation”
