Like a sports car missing a few key parts, marketing metrics look tantalizingly complete from an outsider's perspective. But ad tech mechanics are turning up discrepancies.
Only about a third of CMOs give marketing analytics a high mark for contributing to their company's performance, according to a recent survey of senior marketers from the Fuqua School of Business at Duke University. In spite of increased data collection across all marketing channels, or maybe because of it, businesses today are struggling to create a complete data picture that can guide advertising decisions.
"Most marketers would say that they’re incredibly data-rich but insight-poor into the fundamental big questions around what’s actually working across all of those things that we’re doing," explains Jennifer Zeszut, CEO of Beckon, a marketing performance SaaS provider.
The biggest question lies around the interplay between channels. As Zeszut puts it, talk to any marketer and they'll tell you, "I know everything I need to know about every single one of my channels."