TH SALESFORCE STATE OF MARKETING, 9 EDITION 16 01 Most Marketers Still Need Help Acting on Data Data Goes Real-Time, but Access Can Be a Barrier Marketers are under pressure to make sense of and apply the information they collect about Speed of Data Availability for the Following Activities prospects and customers — and fast. Timeliness In real time/live Delayed Data not available has become a major emphasis. How long does Getting performance it take for a platform to update its data, and analytics 59% 37% 4% how quickly can marketers act on it? Executing a campaign 57% 38% 4% About two in five marketers still don’t have Segmenting an real-time data at their disposal for crucial tasks, audience 52% 42% 4% relying instead on potentially outdated insights — or even intuition. Even teams with live data are slowed down by their ability to activate it. Tasks Marketers Can Generally Do On Their Own vs. Need Assistance Case in point: while over half of marketers Generally can do it on my own Generally need technical assistance say data is available in real time to execute a campaign, 59% need the IT department’s Segment an 40% 59% help to do so. This could hint at a lack of tools audience needed to quickly unearth real-time data, or Execute a 41% 59% campaign a shortage of expertise and training necessary Get performance to use said tools. analytics 44% 56%