Among their many marketing and media capabilities, senior marketers are most confident in their ability to target customers and are least confident in their third-party data analyses, according to recent research from the CMO Council and NCSolutions.

The report was based on data from a survey of 160 marketing leaders in North America.

Some 57% of respondents say they are confident in their ability to accurately and efficiently target customers.

In contrast, only 18% say they are confident in their third-party data evaluations and analyses.

Respondents say the top marketing/media capabilities they plan on improving over the next 12 months are in-flight campaign optimization and campaign targeting.

Senior marketers say the top things holding their marketing/advertising back from reaching its full potential are a lack of budget and a lack of data science/analytical talent.

About the research: The report was based on data from a survey of 160 marketing leaders in North America.