REPORT
Very effective
Moderately effective
Somewhat effective
Not at all effective
40%
30%
20%
10%
0%
71%
of respondents identify integrating new technologies with existing processes as the biggest obstacle to being data-driven.
Highly effective
1%
30%
25%
30%
14%
The State of Customer Data Activation
BlueConic conducted research in partnership with WBR Insights in the Spring of 2024 to benchmark the state of Customer Data Activation for business teams.
An exclusive survey by BlueConic, in partnership with WBR Insights, highlights that unrealistic technical demands and inadequate technology are significant barriers to effective data-driven marketing. The survey, which interviewed 100 senior marketers from leading B2C brands, revealed that 50% of marketing leaders doubt their teams' technical skills, while 71% face challenges in integrating new technologies with existing processes.
To succeed, marketers need immediate and relevant knowledge about their audience to make meaningful connections. However, they are often burdened with technical tasks like SQL, which fall outside traditional marketing roles.
These findings highlight the urgent need for no-code tools that empower marketers with direct access to data and actionable insights without relying on other departments or technical skills.
Overview
Customer insights aren’t actionable: Only 14% of respondents said their organization was highly effective in putting customer data into action.
Methodology
Key Findings
business type
The respondents represent companies that sell a variety of consumer products, including health and beauty (9%), apparel (8%), auto and transport (8%), home goods (8%), among others.
business size
As measured by annual revenue, more than half of the respondents (51%) come from companies that make more than $1 billion in annual revenue.
audience respondents
100 senior marketers (44%), customer analytics (30%), and customer experience (26%) conducted via voluntary phone interview between March 19 to April 10, 2024.
Technology infrastructures fall short
of respondents say their marketing teams only collaborate with IT, sales and customer service occasionally or rarely.
Organizational silos persist
47%
of respondents say their organization was highly effective in putting customer data into action.
Customer insights aren’t actionable
14%
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40%
30%
20%
10%
0%
Not at all effective
Somewhat ineffective
Moderately effective
Very effective
Highly effective
1%
30%
25%
30%
14%
of respondents are either uncertain about their teams’ skill sets, or do not believe they have the necessary technical skills to effectively utilize customer data in their marketing strategies.
Tools that require marketers to code like engineers create challenges
50%
of respondents identify managing data privacy and consent issues as the second biggest challenge.
Data remains a double-edged sword
28%
of respondents plan to invest in enhancing their organization’s ability to adhere to privacy and security regulations in the next 12 months.
Future investments
67%
of respondents identify integrating new technologies with existing processes as the biggest obstacle to being data-driven.
Technology infrastructures fall short
71%
of respondents say their marketing teams only collaborate with IT, sales and customer service occasionally or rarely.
Organizational silos persist
47%
of respondents say their organization was highly effective in putting customer data into action.
Customer insights aren’t actionable
14%
of respondents say their organization was highly effective in putting customer data into action.
Customer insights aren’t actionable
14%
of respondents identify managing data privacy and consent issues as the second biggest challenge.
Data remains a double-edged sword
28%