Data-Makers, a big data agency and research institute, released the results of its study “Marketing Leaders & Data-Driven Marketing”, carried out in partnership with CDN Comunicação.
The research reveals a significant gap between the recognition of the importance of using data and analysis to guide marketing decisions and strategies by marketing leaders and their effective implementation by Brazilian companies.
The survey, carried out in November 2024, interviewed 104 CMOs from national companies of all sizes and sectors.
Despite universal recognition of the relevance of data-driven marketing, implementation is still flawed. In this context, 100% of CMOs interviewed consider data-driven marketing important, however, only 61% of companies practice it. Of these, 33% practice it fully, and 28% partially. Furthermore, the majority of CMOs (72%) are not satisfied with their companies’ performance in data-driven marketing, with 39% classifying performance as poor or terrible.
“Although 100% of CMOs recognize the importance of data-driven marketing, the discrepancy between recognition and practice reveals a significant opportunity for Brazilian companies. It is essential that organizations not only value data, but also implement effective strategies that translate this value into tangible results”, says Fabricio Fudissaku, CEO of Data_Makers.
Competitiveness is also a serious factor, as 78% of CMOs assess that their companies’ performance in data-driven marketing is equal to or lower than that of their competitors. Among the main barriers to adopting data-driven marketing are the lack of financial resources (58%) and the lack of knowledge in the team (46%).
“These challenges indicate that an investment in training and training, in addition to the allocation of an adequate budget, can accelerate the adoption of data-driven marketing, resulting in a more prepared workforce and enhancing results”, points out Fabio Santos, CEO of CDN.
On the other hand, the main motivators for adopting data-driven marketing are obtaining insights about consumers (68%), precision in customer segmentation (64%), and optimizing marketing budget (55%). The good news is the projection for the next 12 months. The majority of companies (52%) plan to increase their investments in data-driven marketing by 2025.
To carry out this study, Data-Makers had partners ESPM, CDN, Repense, Mundo do Marketing, Consumidor Moderno, HSR and Celint. The research is also supported by Data-Crush and Martin Luz.
