If marketers acknowledge their infrastructure is currently both a shortcoming and a priority to support its brand promise and customer-centricity, what is impeding their ability to attain it?
Across the board, advanced analytics takes the top spot. This is not to suggest that marketing leaders are fully responsible for managing the infrastructure (e.g., analytics and data management) to deliver the insight. Later, the research will demonstrate that this department relies on many other resources outside its purveyance to manage the Marketing Technology stack.
This top barrier, along with lack of sufficient data, can add another layer of complexity as marketing insight is often delivered as a shared service or a center of excellence to support the global enterprise.
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