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64% of marketers believe it’s their role to collect – but not analyze – data

Data Deadlock Report

April 26, 2017 -- LONDON, UK and BOSTON, MA -- Nearly two-thirds (64%) of UK and US marketers believe it’s their role to collect customer data, but not actually to have responsibility for analyzing it on a daily basis. This is according to the latest report by international marketing automation brand BlueVenn, Data Deadlock.

The findings suggest a clash between the need for data analysis to be performed on increasingly enormous amounts of marketing data, and the more creative aspects of marketers’ roles.

The Data Deadlock report examines how US and UK marketers are using data in 2017, future trends and how these align with consumer thinking. It incorporates research from 2,116 UK and US consumers, as well as 602 B2C marketers (300 from the UK and 302 from the US). Its findings suggest a sense of discord amongst marketers, with just over half (51%) of UK and US marketers feeling that they spend too much time analyzing data in their day-to-day role, with too little time left to spend on more creative aspects of their work.

Interestingly, according to BlueVenn’s research, 93% of marketers are either ‘confident’ or ‘very confident’ in their own ability to analyses complex customer data. However, despite this confidence, marketers feel that the overwhelming data volumes they face are creating a significant distraction from other aspects of their role with automated analysis tools presenting the only practical way to deal with it.

Commenting on these findings, Anthony Botibol, Marketing Director at BlueVenn said,

“With the overwhelming flood of big data, marketers are struggling to keep on top of their role. Where they are developing their analytic skills in 2017, and feeling quietly confident about their abilities, the sheer volume of the data and the little time they have to spend on analysis, means that marketers are perfecting neither their creative marketing campaigns or their data analysis, leaving them in this ‘deadlock’.

“Our report sheds light on where marketers are struggling, where they are going wrong, how the data deluge is making them feel and how consumers feel about marketers’ use of their data. These insights should help both marketers and our industry address these issues via technological innovations, greater education, and by taking a more thoughtful approach to breaking the data deadlock.”


About BlueVenn

BlueVenn provide marketers with tools for powerful analytics, integrated campaign management, modeling, reporting and email communications through the BlueVenn Marketing Platform. Combined with years of experience building Single Customer View databases for some of the largest B2C organizations in the world, the BlueVenn products and solutions are at the forefront of a marketing big data revolution, redefining how marketers work and interact with their customers.

BlueVenn’s clients include Subaru UK, The Washington Post, Gannett, The American Automobile Association, Liverpool Victoria, Domestic & General, and SunLife.

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Data Deadlock Report 

Data DeadlockMarketers are at a deadlock with their customer data and in order to progress, their role is changing from communicator to data scientist. This report asks 602 US and UK marketers and 2,116 US and UK consumers their thoughts to learn:

  • The current state of play with customer data
  • What strategies marketers find most difficult to quantify
  • How consumers feel about their personal data and the use of personalization
  • How can technology help?
  • What tactics do marketers expect to be using in the next five years?

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