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PLAYING IT SAFE
Marketing leaders' priorities reflect a conservative risk profile.
When asked about their top strategic priorities, more than half of marketing leaders cited the use of data analytics for
decision making. Using technology to streamline marketing operations and integrating data across more technologies also
topped the list. Advanced applications of marketing data and technology, such as predictive marketing and AI, were far less
frequently cited, with only 25% of marketing leaders identifying these areas as a top priority.
What does this tell us?
"The response suggests that marketing leaders are playing it safe with their marketing strategies. Using data to
drive better decisions, leveraging technology to streamline operations, and focusing on data integration are all
good plays, but they 're also safe plays. There's nothing wrong with playing it safe, but ideally, marketers will
also be taking calculated risks by rolling out proof of concepts to explore the value and impact of new
technologies—something more and more of our clients are asking us to help them with."
A 2017 study conducted by EY and Forbes corroborates this analysis. The study found that organizations
that have maximized the potential of advanced analytics, such as predictive analytics and AI, tend to be top
performers, yet many organizations have yet to implement these strategies.
1
1
Forbes Insights, Data & Advanced Analytics: High Stakes, High Rewards, 2017.
53%
42%
42%
39%
39%
38%
25%
What are the top priorities for a marketing data and technology strategy?
Using data analytics for decision-making
Streamlining marketing with technology
Integrating data across more technologies
Developing a more eective strategy
Improving data quality and accuracy
Generating reliable and relevant data
Using predictive marketing and AI
