5 steps to increasing business resilience through data maturity

Dany El-Eid, Adverity.

The role of data to empower business leaders to make better-informed decisions is seemingly ever increasing.

But, with the world’s economy becoming increasingly complex and volatile, it is the more digitally mature companies proving to be resilient to economic shocks.

In 2021, Dany El-Eid, director of North America at digital analytics software firm, Adverity, conducted a study into this topic. His research examined 10 companies’ strategies and tactics that have...

13 June 2022 | Best Practice

Harriet Durnford-Smith, Adverity: How data is impacting modern marketing

Harriet Durnford-Smith, Adverity.

Could you tell us a little bit about Adverity and how it can help organisations?

Advanced data analytics is more accessible to a wider range of companies than ever before. We’re proud to be among the innovators who’ve made that happen. 

Back in 2015, Adverity was founded with the aim of helping every organisation quickly and easily drive insight-driven decisions. Today, our solution enables brands, agencies, and organisations to fuel maximum value using data. By...

6 June 2022 | Social Media Marketing

Almost half of CMOs feel data hinders creativity

A team planning with post-it notes.

42% of CMOs believe data is hindering creativity among marketing teams, according to a new report by Adverity, a data and analytics platform for marketing, sales and e-commerce teams.

The report, entitled 'Data, People, and Culture: The Evolving Role of the Modern CMO', surveyed 300 CMOs across the US, UK, and DACH region (Germany, Austria, and Switzerland) from small to midsize businesses, to better understand how the role of the CMO is changing amid the growing digitalization of...

25 May 2022 | Best Practice

Combatting the data and analytics skill gap in the marketing industry 

Data displayed on a tablet and print outs.

Research shows that almost half of businesses are recruiting for data and analytics roles, yet 46% of businesses have struggled to fill these roles over the last two years. As marketing evolves, these skills are increasingly important for the industry. With this unprecedented growth in job vacancies, marketers must adopt new strategies to attract and retain talent in marketing roles. 

As a business’ martech stack grows, so does the demand for highly-skilled marketers to...

11 March 2022 | Big Data

CMOs lack data capabilities needed to hit growth targets

A dart board.

UK C-suite and CMO executives agree that data and analytics are vital to business growth yet lack the capabilities required to achieve their targets.

This is according to a Realise UNLIMITED study, which surveyed more than 80 C-suite execs with annual sales of at least £30 million, and found over four-fifths of respondents (81.5%) agree data and analytics are crucial to growing their business. 

However, execs admitted they weren’t sure what good data and...

24 January 2022 | Big Data

How direct-to-consumer brands are leading the way for TV

Two children watching TV.

It is estimated that, as consumers, we see between 6,000 - 10,000 ads on a daily basis, served to us across a range of platforms and screens. With so many ads, each varying in relevance to us as individuals, it’s little wonder many are “tuned out.” Studies have shown that 26% of global consumers ignore branded digital content entirely.

Brands of all sizes are on the hunt to cut through the noise and reach increasingly fragmented audiences effectively and consistently. The...

14 December 2021 | Advertising

34% of CMOs do not trust their marketing data

A park bench with the word 'trsut' engraved on its side.

More than a third of CMOs do not trust their marketing data, according to research from marketing data analytics platform, Adverity. 

Additionally, there is a growing divide between data analysts and marketers when it comes to trusting their data. 

Almost a third of marketers don’t trust the data they are given to inform campaigns. A number that rises to 41% among their data analyst colleagues - posing a new challenge for the C-suite charged with driving...

15 November 2021 | Big Data

More than half of UK marketers expect 10-25% revenue drop from cookie deprecation

A plate of chocolate chip cookies.

Two fifths (42%) of marketers say the loss of cookies will decrease revenue and over half of these (57%) expect a drop of 10-25%. 

This is according to a study by data management firm Lotame. The company surveyed 200 UK senior decision-makers in digital media and marketing to evaluate identity solution adoption amid the flurry of data privacy changes reshaping the open web. Respondents were polled in September 2021, after Google revealed another delay to deprecating...

9 November 2021 | Best Practice

Worldwide martech industry valued at £252.65bn

A collection of Sterling notes.

The martech industry has been valued at $344.8bn (£252.65bn), according to a report released by Moore Kingston Smith, a UK multidisciplinary professional services firm.

New research from Moore Kingston Smith in collaboration with the MarTech Alliance assesses the state of marketing technology (the range of digital tools and software that marketers use to achieve their objectives) in 2021/22 across a range of industries, spanning the finance, entertainment, automotive, media and...

1 November 2021 | Big Data

Taking back responsibility for data

A graph displayed on a laptop.

It is an obvious statement to say that the more information brands hold about their customers, and the higher the quality of that information, the more accurate and relevant the marketing of products and services can be.

In today’s digital world, it’s a safe bet that much of the customer insights utilised by marketers comes from third party cookies. This has always, however, been somewhat of a scattergun approach as the science behind cookies is not very...

15 October 2021 | Best Practice