Data drives success across much of what brands do to drive their marketing and CX efforts. With advances in AI, and the recent rise of tools that use generative AI, marketers with better data will gain an even greater competitive advantage.
The MMA collaborated with EY to survey marketing leaders from more than 100 companies to understand their current data maturity and to highlight where the profession has made progress since our 2021 data maturity survey. Fielded in early 2023, this new survey provides insights into how marketers are thinking about data maturity in the current environment and gives an updated reference point for benchmarking your own organization’s data maturity.
We have reached a tipping point. Technological shifts, Consumer behaviour, government legislation and cyber threats are forcing marketers to rethink their relationship with data. On the one side of the scale, we have Security, Privacy and Compliance, and on the other, the ability to use data to make business-critical decisions.
The MMA partnered with EY and surveyed over 100+ senior U.S. marketing leaders across major industries to assess the maturity of consumer data in organizations. Together we endeavoured to understand how the tug of war between growth through data-driven decisions playoff against the risk of managing the complexity of marketing-generated data within today's modern organizations.
Through our research, we discovered most organizations lack the processes and skills to effectively gather, analyze and execute against consumer data. Moreover, the findings revealed that data maturity is multi-faceted, and most companies are further along in specific categories, such as transparency and data ownership than others.