REPORT: 2017AUSTRALIAN MARKETERS RELATIONSHIP WITH DATA SURVEY

Domo’s Australian Marketers Relationship with Data Survey is based on insights from Australia’s leading marketers.

The report explores their challenges and successes with data, and the prevailing trends that are defining today’s data-driven marketer. Everyone knows – or at least says they know – that data is essential to modern marketing, in fact 82% of marketers say they rely on marketing data to do their jobs but only 54% have access to the data they feel they need.

There’s a big gap between the data which marketers need and the data – or access to it – which they actually get. That implies that many of our marketing departments aren’t performing to their full potential, simply because they’re under-resourced in this one area.

This study sheds light into the modern marketer’s relationship with data and how they are obtaining, maintaining and using it inform strategies and drive engagement.

RELATIONSHIP WITH DATAMarketers’ impressions of how data applies to their daily routine

PARTICIPANTS ARE STILL CONFIDENT IN THEIR GENERAL MARKETING ABILITIES.Here’s how participants responded to the statement,

m’I“ in my abilities as a marketer”:

31% STRONGLY AGREE

38% AGREE

31% DISAGREE

0% STRONGLY DISAGREE

MARKETERS THINK THEIR CEOS ARE CONFIDENT IN THEIR ABILITIES.Here’s how participants responded to the statement,

yM“ CEO is in my abilities as a marketer”:

31% STRONGLY AGREE

69% AGREE

0% DISAGREE

0% STRONGLY DISAGREE

OVER TWO-THIRDS OF MARKETERS ARE OVERWHELMED BY THE AMOUNT OF DATA THAT’S AVAILABLE FOR ANALYSIS.Here’s how participants responded to the statement, “I am able tohandle the volume of marketing data that’s available for analysiswithout feeling overwhelmed”:

2% STRONGLY AGREE

38% AGREE

54% DISAGREE

6% STRONGLY DISAGREE

MOST MARKETING DATA SOURCES AREN’T CHECKED DAILY.Of the participants that report checking the following data sources, here’s the percent that report checking them daily:

0.5% 1.0% 1.5% 2.0% 2.5% 3.0% 3.5% 4.0% 4.5% 5.0%

CRM 3.76%

Web Analytics 2.35%

Video 1.64%

Email Marketing 1.41%

Banner Advertising 1.17%

Business Intellegence Solutions 0.94%

Marketing Automation 0.94%

Surveys 0.94%

Corporate Blogs 0.70%

Pay-Per-Click (PPC) Advertising 0.70%

Affiliate Marketing 0.23%

Other 0.23%

Webinar Platforms 0%

Social Media 4.93%

ACCESS TO DATAHow well marketers can access the data they use to make decisions

18% of participants agreed they would consume more marketing data if they “had more time to analyse the data.”

24% of participants agreed they would consume more marketing data if they “could see it all in one place.”

12% of marketers agreed they would consume more marketing data if they “had more time to collect the data.”

21% of marketers agreed they would consume more marketing data if they “could see it on any device.”

23% of marketers agreed they would consume more marketing data if they “could see it in real time.”

TOP 5 REASONS MARKETERS AREN’T CONSUMING MORE DATA

MARKETERS RELY ON DATA TO DO THEIR JOBS WELL—BUT THEY HAVE A HARD TIME GETTING THE DATA THEY NEED.Here’s how participants replied to the statement, “I rely on marketingdata to do my job well”:

Here’s how participants replied to the statement, “I have access to themarketing data I need”:

Strongly Agree Agree Disagree Strongly Disagree

23%59%15%3%

3%51%41%5%

MARKETERS FEEL THAT IT’S IMPORTANT TO HAVE ACCESS TO REAL-TIME MARKETING DATA—BUT THEY AREN’T GETTING IT.Here’s how participants replied to the statement, “It is important to haveaccess to real-time marketing data”:

Here’s how participants replied to the statement, “I can access themarketing data I need in real time”:

Strongly Agree Agree Disagree Strongly Disagree

29%59%8%4%

3%33%61%3%

MANY MARKETING REPORTS LACK KEY INFORMATION—INCLUDING ROI.

agreed with the statement, “The marketing reports Ireceive lack key information.”

MARKETERS ARE MISSING A WIDE ARRAY OF INFORMATION IN THEIR REPORTS.When asked what information was missing from their reports, marketers provided their own written feedback. Here are the top responses:

HOUSEHOLD PANELSECONDARY SALES DATA

NOT ALL SYSTMES TALK TO EACH OTHER

HARD TO GET CENTRAL VIEW

DATAFAST FACTS

MARKETERS WANT THE FREEDOM TO ACCESS DATA ON ANY DEVICE THEY’RE USING.Here’s how participants responded to the statement, “It is important to have access to marketing data on all my devices (e.g.,computer, tablet, phone)”:

STRONGLY DISAGREE:6%

AGREE:61%STRONGLY AGREE: 18%

DISAGREE: 15%

MARKETERS WANT TO CONSUME DATA ON MOBILE DEVICES MORE OFTEN THAN THEY CURRENTLY DO.Here’s the comparison between the percent of time participants currently consume data on the following devices, and the percent of time they would ideally consume data on those same devices:

10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

62% CURRENTLY46% IDEALLYDESKTOP / LAPTOP

8% CURRENTLY15% IDEALLYTABLET

30% CURRENTLY39% IDEALLYSMARTPHONE

MARKETERS FEEL THAT IT’S IMPORTANT TO HAVE THEIR DATA IN A SINGLE DASHBOARD— BUT MOST ARE OPERATING WITHOUT ONE.Here’s how participants replied to the statement, “It is important to seemarketing data from all our disparatesources in a single dashboard”:

Here’s how participants replied to the statement, “I can see marketing datafrom all our disparate data sources ina single dashboard”:

Strongly Agree Agree Disagree Strongly Disagree

27%62%8%3%

4%26%59%11%

MARKETERS ARE REGULARLY FRUSTRATED BY HOW LONG IT TAKES TO CREATE MARKETING REPORTS.Here’s how participants responded to the statement, “I get frustrated by how long it takes to report on marketing data”:

3% STRONGLY AGREE

70% AGREE

16% DISAGREE

11% STRONGLY DISAGREE

MARKETERS ARE OFTEN FRUSTRATED BY HOW LONG IT TAKES TO RECEIVE MARKETING REPORTS.Here’s how participants responded to the statement, “I get frustratedby how long it takes to receive reports on marketing data”:

23% STRONGLY AGREE

58% AGREE

12% DISAGREE

8% STRONGLY DISAGREE

EMAIL IS THE #1 METHOD FOR SHARING MARKETING DATA.

Here’s how participants responded to the statement, “I reportmarketing results through…”:

EMAIL• In-Person Meetings: 46.15%• Spreadsheets: 53.85%• PowerPoint Presentations: 61.54%• Printed Reports: 23.08%• A Dashboard: 15.38%• Other: 0%• Don’t Report Marketing Results: 7.69%

30.77%

RETURN ON INVESTMENTWhat marketers are doing—and what they wish they could do—

AT EVERY LEVEL OF THE ORGANISATION, MARKETERS ARE UNDER MORE PRESSURE TO TIE NUMBERS TO THEIR EFFORTS.Here’s how participants responded to the statement, “My boss expects me to provide data-driven results”:

AGREE » 38.46%DISAGREE » 15.38%STRONGLY DISAGREE » 7.69%

STRONGLY AGREE » 38.46%

MARKETERS STILL STRUGGLE WITH CALCULATING ROI ON COMMON MARKETING TACTICS.Here’s how participants responded to the statement, “Our team knows the return on investment (ROI) for the following tactics”:

EMAIL MARKETING ················

BANNER ADS ···························

LIVE EVENTS ·····························

SEO ·············································

SOCIAL MEDIA ··························

64%

80%

46%

72%

58%

36%

20%

54%

28%

42%

Know ROI Don’t Know ROI

THE MAJORITY OF MARKETERS ARE HELD ACCOUNTABLE FOR ROI— BUT NEARLY HALF CANNOT MEASURE IT.77% are held accountable for ROI on marketing spend— but only 23% have access to marketing contribution to revenue.

58% OF EXECUTIVES CANNOT EASILY ACCESS MARKETING’S CONTRIBUTION TO SALES REVENUE.Here is how executives responded to the statement, “Our team can easily access sales revenue from marketing activities”:

7% STRONGLY AGREE

35% AGREE

45% DISAGREE

13% STRONGLY DISAGREE

ROI FACTORS INTO THE COMPENSATION OF THE MAJORITY OF MARKETING EXECUTIVES.Here’s how executives responded to the statement, “I am compensated by marketing ROI”:

8% FULLY

46% PARTIALLY

46% NOT AT ALL

43% OF MARKETING EXECUTIVES ARE UNABLE TO CALCULATE SOCIAL MEDIA ROI.Here’s how executives responded to the statement, “Our team knows the return on investment for social media”:

11% Strongly Disagree

32% Disagree

47% Agree

11% Strongly Agree

CONCLUSION

MARKETERS ARE STILL FIGHTING TO STAYAFLOAT AMIDST THE DELUGE OF DATA, BUT BUT THERE MAY BE HOPE YET. WE’VE MADE LOTS OF PROGRESS IN THE PAST, AND THESOLUTIONS TO MANY OF THE ISSUES, LIKESIMPLER DASHBOARDS AND GREATERDATASET INTEGRATION ARE ALREADYAVAILABLE.Nevertheless, we marketers need to avoid complacency about our abilities, particularly as mastery of data becomes more and more important – and do our best to show our businesses the impact of those abilities without leaving anything to speculation

SPONSORED BY DOMO

Domo connects to any source of data and brings it into an intuitivedashboard. This helps marketers get the right information at the righttime, and make better data-driven decisions. To learn more, visitwww.domo.com.

ABOUT THE SURVEYThe participants, their roles and select characteristics

SURVEY PARTICIPANTSWe surveyed a spectrum of marketing professionals. The total number of participants was

TITLES AND ROLESAt all levels of a marketing organisation, marketers deal with data. Participants in this survey cover the full spectrum of marketers, so the

34%DIRECTORS

19%VP/SVP/EVPMANAGERS

23% 8%ASSOCIATE

6%CONSULTANT

6%OTHER

5%CMO

12%DIRECTORS

12%VP/SVP/EVPMANAGERS

45% 6%ASSOCIATE

5%CONSULTANT

12%OTHER

6%CMO

POPULAR TECHNOLOGIESHere are the most popular marketing technologies by percentage adoption:

83%

74%

68%

55% 54% 52%

46%42% 40%

36%

EMA

ILM

AR

KET

ING

SOC

IAL

MED

IA

WEB

AN

ALY

TIC

S

CR

M

SUR

VEY

SBA

NN

ERA

DV

ERTI

SIN

G

VID

EO

PP

C

CO

RP

OR

ATE

BLO

G

WEB

INA

R

PL

ATF

OR

MSM

AR

KET

ING

AU

TOM

ATI

ON

BU

SIN

ESS

INTE

LLIG

ENC

E

AFF

ILIA

TEM

AR

KET

ING

OTH

ER

1.5%

3.0%

4.5%

6.0%

7.5%

9.0%

10.5

%12

.0%

13.5

%15

.0%

12.39%11.96%

11.30%

10.00% 9.78%

8.91%8.26%

6.52%

5.22%

4.78%

3.48%3.26%

2.83%

1.30%

COMMON WATERING HOLESHere are the most popular sources for industry information, listed by percentage of marketers that use them:

Websites Newsletters Blogs Associations Events

88%

65% 61%

38%

61%