Are marketers overwhelmed with data?

Marketers have more data at their fingertips than ever before, but is all that data becoming too much to deal with? A new study shows that many marketers believe that data has become overwhelming, a distraction and is impacting their ability to approach marketing creatively.

“The Data Dilemma” report from U.K. consumer information management and direct marketing services provider Callcredit Information Group found that 71 percent of senior marketers polled feel overwhelmed rather than empowered by data, and 72 percent believe that data is negatively affecting the creative aspects of their role. A total of 80 percent are increasing their time spent working with data, and 69 percent believe that data is distracting them from their core marketing duties.

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“Despite the fact that marketers are overwhelmingly accepting data as an integral part of marketing, our research shows that many feel that more can be done,” Callcredit Information Group managing director of marketing solutions Steve McNicholas said in a statement. “The advantage data gives businesses is not driven by how much they can collect, but rather how effectively it can drive insight, and greater revenues. The challenge for marketers is to manage the sheer amount of information available, and to translate that data into meaningful insight for their business.”

The study found that 72 percent of respondents feel more anxious in their role in 2016 than a year ago because of the expectations and pressures around how they should be using big data, and 29 percent believe they aren’t spending enough time on data analysis.

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Additionally, the study found that 13 percent of responding marketers believe they are spending too much time on data, while 29 percent said they don’t have time to analyze the amount of data they need to. Marketers are spending an average of 5 hours and 36 minutes per week working with customer data, according to the report.