FEATURE
Furthermore , the sheer volume of data points and sources can overload the data analysts that need to process them . More than 40 % of marketers noted in the survey that they spend too much time manually wrangling data . This makes it challenging to discern insights through a labyrinth style stack of data entries .
Despite the challenges , the e-commerce industry ranked the most confident in how to improve marketing performance as compared to the financial services , agencies , media and technology industries surveyed . Sales numbers in the e-commerce industry can certainly be used to verify marketing strategies but there are countless insights to be mined if the data is managed properly . E-commerce marketers can shift from relying on pure sales numbers or gut instinct to data-driven decision making ; and now is the time to do it .
“ The data we garnered from the survey truly paints the focal points that e-commerce marketers need to prioritise as we approach an estimated trillion-dollar year for online sales ,” said Adverity ’ s CMO , Harriet Durnford Smith . “ We see this disconnect as a great opportunity to offer solutions that boost marketer confidence in their data , helping show both them and the C-suite the value of their work . With already limited resources , marketers need to integrate tools that allow them to regain time to work on creative and strategic work outside of overwhelming manual data wrangling . As we look to map out 2022 , helping marketers to bridge the gap between themselves and the data is key to setting a new standard in how we do creative campaigns and most in how we assert our business value .”
Sam Holding , Head of International at SparkPost elaborates on this and shares his predictions for marketing strategies in 2022 . . .
Marketing leaders will have already started to plan out their next year – reviewing budgets , strategies and key target audiences . With privacy changes taking the front seat this year , with updates such as Apple iOS15 and the impending death of third-party cookies , email marketers have needed
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