16 million Brits give false data about themselves to brands

A boy wearing a false moustache.

One in four (25%) Brits intentionally give false data about themselves to brands, posing a serious risk to marketers planning to collect data amidst the Black Friday sales. 

That is according to a survey of 2,000 UK consumers commissioned by enterprise customer data platform, Treasure Data, which also found that a significant proportion (34%) will not use their primary email address when signing up to brand communications.

As marketers arm themselves with deals and...

2 December 2022 | Big Data

How Joules improved customer data quality to drive profitable acquisition

As a premium British lifestyle brand in an ever-changing retail landscape, Joules needs to ensure that every aspect of its marketing efforts is market leading.

The problem:

Joules wanted to improve its customer data quality, drive profitable acquisition campaigns and deliver insight to enable the segmentation of the Joules customer base.

Previously work of this nature was conducted by a third party with the data and systems held externally to Joules. Joules...

3 November 2022 | Case Studies

Respecting data dignity: why CMOs should care about how they use data

data

‘Data Dignity’ might sound like yet another buzz-phrase, but the simple reality is that it represents a tidal wave of digital change that will fundamentally alter the way that enterprises can operate from a data perspective.

This should not just be on the radar of all CMOs, but the trigger for a sea change in attitudes towards data, as well as a reassessment of the opportunities it brings. 

The initial stage is set, with consumer awareness of privacy at an all time...

23 September 2022 | Best Practice

CMOs are drowning in data and distracted from consumer behaviour

Ones and zeros representing data.

A third of CMOs (33%) are more focused on the impact of rising number of channels and platforms than increasingly complicated consumer behaviour (17%), according to new research from integrated marketing data platform Adverity.

Findings also suggest that related growth in data volumes may be a significant cause behind this imbalance of priorities.

Titled 'Recession, Resilience, & Marketing Data: What’s shaping the CMO’s roadmap?', the report surveyed 300 CMOs...

8 September 2022 | Big Data

Two-thirds of UK brands are underutilising marketing data

data

Almost two-thirds of UK brands are underutilising their data and limiting its effectiveness by focussing on general analysis activations rather than more sophisticated techniques.

While the majority are activating their data – just a small amount of marketers (5%) are not activating their data at all – only 39% of brands are utilising the power of advanced measurement solutions to gain granular insights from their data. 

This is according to a study of marketing...

11 July 2022 | Big Data

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