What's preventing enterprise marketing teams from realizing the full potential of their data analytics? How sophisticated are marketers' current approaches? Are marketers confident that their data analytics systems will be able to adapt to future needs?

To find out, researchers at Nielsen IQ surveyed 600 senior marketing leaders globally who work for companies with over $50 million in annual revenue and/or 250+ employees.

Respondents say the top challenges they face in realizing the full potential of their data and insights strategies are difficulty connecting data together across different sources and regulatory/privacy barriers.

Most respondents say they use data to monitor performance and have forecasting/scenario planning tools. However, only 39% say they have tools that recommend how they should act upon data.

Most respondents (76%) say they are very or extremely confident that their data, analytics, and insights systems will be able to adapt to answer critical business questions that will be asked in the future.

About the research: The report was based on data from a survey conducted between April and June, 2024, among 600 senior marketing leaders globally who work for companies with over $50 million in annual revenue and/or 250+ employees.