Are CMOs Confident in Their Data Strategy? It's Complicated

Just 26% of marketers feel assured by their audience data

As the ad industry races toward a cookieless future where first-party data will be the guiding light for marketers, several new studies have offered insights into how chief marketing officers are struggling with their data and measurement strategies.

In a global study from measurement firm Nielsen published in April, 69% of 2,000 senior marketers agreed first-party data was essential to their strategies. A further 72% believed they had access to quality data.

However, just 26% of marketers globally agreed they were “fully confident” in their audience data.

What’s more, 36% claimed data access, identity resolution and deriving actionable insights from data was either “extremely” or “very difficult.”

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