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A Third Of CMOs Don't Trust Their Marketing Data According To Adverity Research
AiTHORITY, November 15th, 2021
November 15, 2021,
Volume 284, Issue 3

Only 40% feel their audience building and targeting capability is strong; 54% of C-suite respondents recognize manual data wrangling as a significant challenge

"Over one-third of Chief Marketing Officers (CMOs) don't trust their marketing data according to the latest research from leading marketing data analytics platform Adverity. What's more, there is a growing divide between data analysts and marketers when it comes to trusting their data.

A third (34%) of marketers don't trust the data they are given to inform campaigns. A number that rises to 41% among their data analyst colleagues-posing a new challenge for the C-suite charged with driving marketing results. Yet, the very same divide deepens at the leadership level - with 51% of Chief Technology Officers (CTOs) & Chief Data Officers (CDOs) lacking trust in the data compared to 34% of CMOs..."

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