â–¶ Marketing Multitasking: A Unica study reveals that virtually all marketers struggle with turning data into actions, and IT support of communications technology needs is the No. 1 industry bottleneck. Specific findings include:
• When asked which of seven issues are important to their success, all response options scored between 84% and 97% as being either very important or somewhat important.
• 97% said measuring results and increasing effectiveness was very or somewhat important to their success. Slightly more respondents said turning data into actions is very important (70%) than measuring results (69%).
• 67% said IT support of communications technology needs is a very big or somewhat big bottleneck.
• Other major bottlenecks include: integrating cross-channel efforts (62%) and measurement, analysis and learning (58%).
• IT bottlenecks could have consequences as more than eight in 10 marketers (84%) plan to leverage at least one emerging marketing channel in the next 12 months, according to previous results.
Source: Unica