Call It A Vicious Cycle

Of All Things Slowing Down Marketing Cycles, “Data Analysis” is #1

eMarketer shared an interesting stat this week: 53% of marketers in North America cite data analysis and insights as the top bottleneck slowing down marketing cycles. 

It’s a bit of an interesting dynamic…data analysis and insights are needed to direct the marketing ship. But sufficient volume of data necessitates time & patience, otherwise you willy nilly steer the ship in criss-cross directions.

Great example – I met recently with an AI powered ad tech platform. Their neural network needs 30,000 monthly merit events to have sufficient learning points  to optimize ad bids and placements. It was a refreshingly direct and transparent answer, because many mid-market brands don’t have 30,000 monthly conversions.

The optimal cadence of a marketing cycle, and the analytics used to steer it, is dependent on the volume of marketing data. 

And all this is while 40% of US marketers say they use AI for analyzing data or creating reports. 

This is just your friendly reminder that garbage in = garbage out. Even with AI models.