Data Sharing Within Organizations Continues to Be an Obstacle - eMarketer

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Data Sharing Within Organizations Continues to Be an Obstacle

Silos still pose problems

October 18, 2017 | Marketing

Are corporate silos finally breaking down a bit? A new survey of marketing leaders shows progress, with teams having better access to data from across the organization.

A September report from the CMO Council and SAP Hybris found that less than one-quarter of marketers worldwide say they have full access to data from across their organization to give them a comprehensive view of customers.

Extent to Which Marketers Worldwide Have Access to Data and Consumer Intelligence, Aug 2017 (% of respondents)

The remainder described themselves as having various limitations on their access to data, whether by type, process or time.

While the proportion who said they have complete access fell short of even 25%, the CMO Council said the level far exceeded previous studies, “in which fewer than 10% of marketers felt they had the access or depth of data needed to engage in contextual, personalized experiences with today’s omnichannel, connected customers.”

The challenges of getting departments to work cooperatively are widespread and well-known, if difficult to solve for. A March 2017 Forrester Consulting survey of advertising and marketing decision-makers found that internal silos were the single greatest barrier to merging advertising and marketing technologies.

The CMO Council said its research suggests marketers are working with limited data sets that don’t reflect information from outside “the sales and marketing bubble.”

Maria Minsker


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