Without the Right Analytics Tools, Marketers Trust Instinct More than Insight - eMarketer

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eMarketer Interview

Without the Right Analytics Tools, Marketers Trust Instinct More than Insight

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An interview with

Clive Armitage

CEO, Agent3

Topics: Marketing

Interview summary

With increasingly powerful technology, marketers now have the potential to rely on data instead of gut feelings—but not all of them are taking full advantage of it. Account-based marketing technology provider Agent3 recently released results from a study analyzing marketers’ core data challenges and found that 77% of them are drowning in data, unable to identify actionable insights. Clive Armitage, Agent3’s CEO, spoke with eMarketer’s Maria Minsker and shared his advice for choosing tools that mitigate the data struggle.

Interview

eMarketer: Can you share some highlights from your study on marketers’ data challenges?

Clive Armitage: Marketers are challenged by data deluge. There’s too much out there, and they’re struggling to find what’s actually meaningful for them. Based on our study, only one in five marketers relies more on data than on their own personal insights. This is a problem. They have to get to point where they can trust data to drive campaign decisions.