Since tech brands (among many others) rely on marketing data to guide funnel optimization and user experience, it’s a logical conclusion that those companies are able to improve internal processes and outcomes thanks to marketing insights. New research from tech-focused storytelling and experiences agency Alloy finds that less than half of tech brands surveyed indeed have. The others appear to have data trapped in silos and not leveraged efficiently.
Among the findings of the firm’s annual tech industry marketing data report, Marketing: An Organization’s Insight Hub, 62 percent of the survey respondents said they and/or their companies have made business decisions based on insights derived from marketing performance in the past year. And 55 percent experienced improvements in overall business performance.
However, nearly 85 percent of respondents reported that this data is often siloed and not being leveraged to the fullest extent to drive those positive business results.
The survey findings also revealed:
- Where marketing data is being used to improve an organizational functions
- What types of data are providing the clearest insights for businesses
- Who has the data
- Why silos are so common, and often limiting growth
Who has the data?
“We surveyed over 100 global B2B tech professionals with revenue responsibility, and the sum of their insights was clear,” said Simon Cowart, vice president of growth at Alloy, in a news release. “In today’s market conditions, software brands need to eliminate silos, which requires commitment, collaboration and communication. But organizations that find ways to overcome these challenges reap the benefits.”
