Marketing departments are set to spend more money on information technology than they will on the chief information officers of their companies, according to a recent Gartner report. But if the budget numbers look to be in IT’s favor, it doesn’t mean that everyone’s happy with their data.
A recent Domo survey of marketing managers, directors, and senior executives shows that, whatever their line items support, these professionals are still facing frustrations when it comes to data access. Some 87% of them say they rely on the information that IT can give them, but only 45% say they’re getting to it enough — and fast enough.
“Every second counts in the digital world, and that’s true whether you’re the CEO, CFO, COO, CMO or CIO,” says Josh James, founder and CEO of Domo. With that in mind, let’s look at some possible disconnects, and three steps that IT can implement to close the distance between data-hungry marketers and the one department that can feed them.
1. Give Marketing a Real-Time Advantage: More than three-quarters (83%) of the survey respondents see real-time access to data as critical to their work, but only 37% say they get it.
As an IT leader, advocate for the very department that Gartner expects will spend those top dollars on your infrastructure. Make a key argument of your next strategic plan one that incorporates the real-time information access that marketers want.
2. Crunch Data (and Crunch It Better): The survey shows that 66% of the leaders polled are overwhelmed by the volume of information with which they have to deal. And that’s tied not just to the amount of data in play, but also to how it gets broken down into useable bites. Nearly 60% of the respondents say they need faster reports, and 50% say the reports they’re used to getting tend to lack key information. And so, another way your IT team can build stronger bonds with marketing is by helping to ramp up report turnarounds and content, ensuring that they pack in the important stuff, fast.
3. Forefront Web Analytics: E-mail marketing tools and web analytics are powerful instruments in the hands of the people who bring your business to the masses, but not if they’re absent from marketing’s regular workflow. While 68% of marketers say they use web analytics, and 83% say web-tools are something they employ, some 39% admit that they only use analytics once per month (or less) — and only 9% say they use e-mail marketing tools daily. Those numbers are startlingly low. IT can focus on changing them. A successful interdepartmental relationship includes outreach and education. Info-tech leaders would be wise to do a little “marketing” of their own.
Or, as James puts it: “Business runs on reliable data, but if executives are only analyzing their data once a month, it’s impossible to make timely decisions and uncover the insights they need to compete in today’s hyper-competitive environment.”
IT, take note: a department with an urge to open its purse strings wants your help to move their work into a better, more progressive place.