See how top marketers are letting their data lead.<\/span><\/h2>\n\t\t\t\t\t\t\tLearn how marketers are evolving to meet key trends in data, privacy, and analytics.<\/p>\n\t\t\t\n\t\t\t\n\t\t\t\t\t\t\t
\n\t\t\t\t\tLearn More<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\n\t\t\n\t\t\t![\"marketing-intelligence-report\"](\"https:\/\/www.salesforce.com\/eu\/blog\/wp-content\/uploads\/sites\/14\/2022\/11\/marketing-intelligence-report.png\")
\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\nConcurrently, data has risen in importance strategically. Marketers rely on data to inform and create personalised, trusted customer experiences, and to optimise campaigns and programs for maximum ROI. <\/b>But gathering, untangling, and harnessing the power of data is easier said than done. Only 33% of marketers strongly agree they gain insights fast enough for impactful decision-making. As the quantity and variety of data continue to increase, and rules around privacy take hold, it\u2019s never been more important to get the most out of marketing data.<\/p>\n\n\n\n
In our latest marketing research, the third edition of the Marketing Intelligence Report<\/a>, we surveyed more than 2,500 marketing decision-makers around the world to uncover how marketers are using data for growth and customer experiences. <\/b>Plus, we discover how marketers are adapting to a privacy-focused data ecosystem and the trends shaping cross-channel marketing.<\/p>\n\n\n\nLet\u2019s take a look at some of the top four key findings. You can download the whole marketing report here<\/a>.<\/p>\n\n\n\n1. Those in marketing report that prove impact is crucial<\/b><\/h2>\n\n\n\n
Today\u2019s marketer has a dual mandate: nurturing customer relationships and growing revenue.<\/b> This is reflected in how marketers define success. Nearly half say customer satisfaction is their most important metric, followed by return on marketing investment. However, fewer than two in five marketers report that they feel completely successful in evaluating any of these metrics definitively.<\/p>\n\n\n\n
When assessing their analytics strategies, marketers emphasise the need to solve this challenge \u2013 listing proving impact on growth and customer experience as their top priorities. To get there, marketers are also prioritising the effective use of data in the form of accurate, timely, and consumable insights.<\/b><\/p>\n\n\n\n2. Privacy changes have led to shifts in marketing strategies and investments<\/b><\/h2>\n\n\n\n
Over the past few years, data privacy regulations \u2014 such as GDPR, Apple Mail Privacy Protection, and Google\u2019s deprecation of the third-party cookie<\/a> \u2014 have encouraged marketers to adopt a consumer-first, consent-based approach to data collection. At the same time, marketers are feeling downstream effects in their analytics as popular performance metrics like email opens are now less relevant as privacy policies preventing tracking are implemented. In fact, 90% of marketers agree that recent data privacy changes have fundamentally changed how they measure marketing performance.<\/b><\/p>\n\n\n\nEver resilient, most marketers are turning to technology to ensure they can continue to measure performance, understand their customers, and provide them with individualised experiences.<\/p>\n\n\n\n
\n- 90% of marketers plan to either increase or maintain investments in <\/span>marketing analytics<\/b> <\/li>\n\n\n\n
- 88% of marketers plan to either increase or maintain investments in <\/span>customer data platforms<\/b> <\/li>\n\n\n\n
- 87% of marketers plan to either increase or maintain investments in <\/span>real-time interaction and personalisation<\/b> <\/li>\n<\/ul>\n\n\n
\t\t<\/div>\n\t<\/div>\n\n\t\n\t<\/div>\n\n\n\nConcurrently, data has risen in importance strategically. Marketers rely on data to inform and create personalised, trusted customer experiences, and to optimise campaigns and programs for maximum ROI. <\/b>But gathering, untangling, and harnessing the power of data is easier said than done. Only 33% of marketers strongly agree they gain insights fast enough for impactful decision-making. As the quantity and variety of data continue to increase, and rules around privacy take hold, it\u2019s never been more important to get the most out of marketing data.<\/p>\n\n\n\n
In our latest marketing research, the third edition of the Marketing Intelligence Report<\/a>, we surveyed more than 2,500 marketing decision-makers around the world to uncover how marketers are using data for growth and customer experiences. <\/b>Plus, we discover how marketers are adapting to a privacy-focused data ecosystem and the trends shaping cross-channel marketing.<\/p>\n\n\n\n Let\u2019s take a look at some of the top four key findings. You can download the whole marketing report here<\/a>.<\/p>\n\n\n\n Today\u2019s marketer has a dual mandate: nurturing customer relationships and growing revenue.<\/b> This is reflected in how marketers define success. Nearly half say customer satisfaction is their most important metric, followed by return on marketing investment. However, fewer than two in five marketers report that they feel completely successful in evaluating any of these metrics definitively.<\/p>\n\n\n\n When assessing their analytics strategies, marketers emphasise the need to solve this challenge \u2013 listing proving impact on growth and customer experience as their top priorities. To get there, marketers are also prioritising the effective use of data in the form of accurate, timely, and consumable insights.<\/b><\/p>\n\n\n\n Over the past few years, data privacy regulations \u2014 such as GDPR, Apple Mail Privacy Protection, and Google\u2019s deprecation of the third-party cookie<\/a> \u2014 have encouraged marketers to adopt a consumer-first, consent-based approach to data collection. At the same time, marketers are feeling downstream effects in their analytics as popular performance metrics like email opens are now less relevant as privacy policies preventing tracking are implemented. In fact, 90% of marketers agree that recent data privacy changes have fundamentally changed how they measure marketing performance.<\/b><\/p>\n\n\n\n Ever resilient, most marketers are turning to technology to ensure they can continue to measure performance, understand their customers, and provide them with individualised experiences.<\/p>\n\n\n\n1. Those in marketing report that prove impact is crucial<\/b><\/h2>\n\n\n\n
2. Privacy changes have led to shifts in marketing strategies and investments<\/b><\/h2>\n\n\n\n
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