BlueConic conducted research in partnership with WBR Insights in the Spring of 2024 to benchmark the state of Customer Data Activation for business teams.
An exclusive survey by BlueConic, in partnership with WBR Insights, highlights that unrealistic technical demands and inadequate technology are significant barriers to effective data-driven marketing. The survey, which interviewed 100 senior marketers from leading B2C brands, revealed that 50% of marketing leaders doubt their teams' technical skills, while 71% face challenges in integrating new technologies with existing processes.
To succeed, marketers need immediate and relevant knowledge about their audience to make meaningful connections. However, they are often burdened with technical tasks like SQL, which fall outside traditional marketing roles.
These findings highlight the urgent need for no-code tools that empower marketers with direct access to data and actionable insights without relying on other departments or technical skills.
Customer insights aren’t actionable: Only 14% of respondents said their organization was highly effective in putting customer data into action.
100 senior marketers (44%), customer analytics (30%), and customer experience (26%) conducted via voluntary phone interview between March 19 to April 10, 2024.
As measured by annual revenue, more than half of the respondents (51%) come from companies that make more than $1 billion in annual revenue.
The respondents represent companies that sell a variety of consumer products, including health and beauty (9%), apparel (8%), auto and transport (8%), home goods (8%), among others.
