About 45% of marketers participating in a study by the Interactive Advertising Bureau (IAB) said they had difficulty proving a return on investment for their data-driven campaigns. That percentage rose from a mere 26% in 2016.
Lack of internal experience for functions and operations was at 45% in 2017 vs. 35% in 2016. Insufficient supporting technology was cited at 39% vs. 45%. Siloed organizational structures and poor data sharing protocols at 36% vs. 25%, and lack of volume and quality of first-party data sources at 25% vs. 33%, respectively, round out the top five.
Results from the Outlook for Data 2017: A Snapshot into the Evolving Role of Audience Insight report were based on an online survey of members of the IAB Data and Programmatic Councils. A total of 108 members responded to the survey.