Improving ROI Is The Focus For 91% Of Marketers: Study

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Today, Salesforce Datorama, in partnership with marketing research agency, The Leading Edge, launched its first Asia-Pacific Marketing Intelligence Report, entitled Data, Growth, and the New Marketing Mandate. The report sheds light on the rapidly evolving growth mandate for marketers across the region and unveils the top challenges they face.

By examining how over 1,000 marketers across APAC (285 across Australia and New Zealand) are integrating their marketing data to measure impact and business growth, the report states that over 93 per cent ANZ marketers have shifted their priorities to focus on marketing-led growth and 91 per cent are focusing on marketing efficiency and improving ROI.

“Marketers are seeing their role evolve as they are responsible for propelling business wide outcomes. As they become increasingly accountable for operationalising growth mandates across the entire organisation, they need to embrace a data-driven culture and modernise their approach to unifying marketing data and measuring performance,” said Jay Wilder, Senior Director Product Marketing, Salesforce Datorama.

However, some of the biggest barriers that marketers face in driving growth revolve around data– with data mismanagement, lack of a unified view of performance and lack of real-time insights ranking as the top three.

Although 86 per cent of ANZ marketers see the importance of a complete view of cross-channel marketing, they face a number of roadblocks when it comes to integrating their data for that holistic view. 69 per cent of marketers still integrate data manually to an extent and almost seven out of 10 (69 per cent) of those surveyed spend a week or more on harmonising data from disparate channels, for reporting and analytics.

But data integration and management are not the only challenges marketers face. The study reveals room for improvement when it comes to data analysis and optimisation, as findings demonstrate:

  • 73 per cent of marketers do not have access to real-time insights
  • Nearly half (47 per cent) marketers experience misalignment across teams on measurement and reporting
  • Sharing and collaborating on data analysis remains a challenge for 36 per cent

Marketers are making progress as they move forward in their data journey and shift priorities to focus on business growth. There is growing support from senior leaders for a stronger uptake of data-driven marketing (61 per cent), as well as investments in marketing analytics technology (62 per cent) and alignment on the KPIs that matter the most (62 per cent).

“A successful growth marketing strategy requires the strategic alignment of people, processes and technologies. This will allow marketers to continue advancing their data and analytics capabilities to power the most effective engagements with the digital customer and drive business impact,” said Wilder.

To read the full Salesforce Datorama’s APAC Marketing Intelligence Report: Data, Growth and the New Marketing Mandate, visit: http://sfdc.co/apac-marketing-intelligence-report

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