Marketers Worry About Poor Data Handling

It’s been the introduction of GDPR legislation, which came into force several months ago, that has been the focus for many businesses when it comes to their data. But it seems that there’s another problem for marketers – poor data handling. In fact, many chief marketing officers (CMOs) are concerned about the effect this can have on the business.

An article for Campaign Live recently shared the findings of a survey by SBDS, which revealed that two-thirds of CMOs have experienced “disasters” when it comes to handling data.

What’s more, 76 per cent said that they believed they had missed out on opportunities because data hadn’t been effectively handled in-house, and estimated that it’s costing the businesses they work for an average of £1 million.

The issues seem to come from the fact that marketing departments are being given control of collecting and handling customer data, but few have employees with the necessary skills to do this effectively.

Almost half (49 per cent) of those questioned said that they didn’t believe they had the in-house skills they needed to make the most of this data.

While many CMOs are using data management platforms, they’re not seeing the return on this investment in technology, the survey also revealed.

Among the reasons for this are that the technology required to match in-house data with third-party data sources to gain real insights is very expensive, and companies are also failing to invest in people with the right skills to make the most of the available data.

Co-founder of SBDS Simon Theakston commented: “The findings paint a picture of CMOs struggling to see a return on the important tech investments they’ve made. Data management tools are sophisticated in their own right, but need the expertise to manage them for best results.”

Head of digital and performance at MC&C Ben Foster told the news provider that although businesses will sign off on the funds needed to invest in the initial technology, they’re not spending the same amount on staff recruitment or development, which is just as important for a data management system to be effective.

Of course it’s essential to ensure that you’re GDPR compliant when you’re handling and analysing any customer data, but there have been indications that many organisations are still struggling to stay on the right side of the law in this regard.

Research from Fellowes earlier this year found that GDPR compliance isn’t high on the list of things that office workers worry about or prioritise. In fact, 86 per cent of those surveyed by the office supplies company said they were more likely to get into trouble for failing to meet deadlines or complete day-to-day tasks at work than failing to comply with GDPR legislation.

Just 29 per cent of those surveyed were aware that it is the responsibility of everyone in the business to be GDPR compliant. Over half of those questioned mistakenly believed this responsibility was held by management or the data protection officer.

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