Main Barriers of Gaining Value From Data-driven Marketing, 2019
Digital Marketing | Global
A data-driven marketing strategy enables data-driven decision-making using technology and applications that help a business achieve its strategic imperatives. Data strategy must be driven by the business not only by the technology that services the business. Data has the potential to be the most valuable marketing resource. With the right information in hand, marketers can create scalable, repeatable marketing processes. They can let campaigns run on autopilot, so they can focus on the creative side of testing and optimization.
Take a glance at the main challenges that can impede the value of data-driven marketing & media initiatives in a year ahead, 2019:
- Government regulations are ranked as the main obstacle/challenge of gaining value from data-driven marketing and media initiatives with a rate of 52.8%.
- Siloed organizational structure/poor data sharing is ranked as the second challenge of taking value from data-driven marketing and media initiatives with a rate of 34.7%.
- Difficulty in proving the ROI of data‐driven programs come at next as a challenging barrier of driving value from data-driven marketing with a rate of 33.3%.
- Lack of internal experience (at the functional/operational level) also listed as an obstacle of gaining value from data-driven marketing with a rate of 29.2%.
A Graph Shows The Challenges That May Impede The Ability of Driving Value From Data-driven Marketing and Media Initiatives, 2019.
IAB
The Interactive Advertising Bureau (IAB) empowers the media and marketing industries to thrive in the digital economy. It is comprised of more than 650 leading media and technology companies that are responsible for selling, delivering, and optimizing digital advertising or marketing campaigns. Together, IAB accounts for 86 percent of online advertising in the United States. Working with its member companies, the IAB develops technical standards and best practices and fields critical research on interactive advertising, while also educating brands, agencies, and the wider business community on the importance of digital marketing.
