Half of Europe’s CMOs plan to enhance information integration in 2024

Advertising and marketing leaders in Europe have recognized three key areas for enchancment within the subsequent 12 months: information integration, media optimization, and extracting priceless data-driven insights throughout varied channels.

In accordance with a latest examine involving greater than 200 senior advertising and marketing leaders in Europe, information integration is recognized as the highest precedence for enchancment within the subsequent 12 months by half of the contributors (49%). Following intently behind are media optimization (45%) and the extraction of related information indicators throughout varied channels (45%).

Prime 3 areas for enchancment, by nation: Germany, France, United Kingdom (UK)

Though these common areas of focus stay constant all through Europe, there are notable variations once we delve into every particular nation.

In Germany, the first focus for enchancment lies in “extracting related information indicators throughout channels,” with 58% of these interviewed indicating this as their prime precedence. Moreover, an virtually equal variety of contributors plan to focus on information integration (56%). Nonetheless, not like the general pattern in Europe, the third hottest space for enchancment amongst these CMOs in Germany is pricing optimization, with 50% emphasizing its significance.

In France, the panorama takes a unique form. Whereas the extraction of related information indicators nonetheless leads the best way with 50% specializing in this, an virtually equal variety of entrepreneurs are directing their consideration in direction of enhancing marketing campaign optimization, conducting model analysis, and analysing buy information – all of which stand at a major 48%.

In distinction, the United Kingdom is prioritizing pricing optimization and the technology of actionable insights as the 2 hottest areas for enchancment. A major 44% of the CMOs interviewed within the UK expressed their intention to boost these two areas, whereas a virtually equal quantity, 42%, plan to focus on information integration.

“CMOs that may make the enterprise case for adopting analytics and extra revolutionary expertise – after which benefit from it – can be in an enviable place. These that may’t, will discover themselves trapped in a cycle of reactive, short-term exercise that erodes their margins and model worth over time.” 
– Gonzalo Garcia Villanueva, world CMO at NielsenIQ.

Coming subsequent…

Look out for our subsequent article on this collection, which explores the highest boundaries that Europe’s senior entrepreneurs are battling, as a way to understand their full information and perception potential.