Research Shows Data Inefficiencies Are Holding Back Marketing Results. The Solution: Optimization

marketers data inefficiency

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Is your marketing organization getting the data it needs? In this article, we will discuss the findings of a recent study by Treasure Data and try to answer why data optimization is so important (and why too much information can be harmful) and how you can start collecting the best type of data today.

The Treasure Data research findings

A study by Treasure Data found that most marketers (84%) believe data is essential for their work. Still, data inefficiencies are preventing them from reaching their full potential.

In the last six months, marketers have spent an average of 31% of their budgets on poor data optimization. This lack of organization has cost them £1.6 million.

Three-fourths of all UK marketers confess that their team has data inefficiencies affecting their marketing abilities. Additionally, over half of them feel they need more confidence to make the best use of customer data.

Many marketers feel insecure in their abilities regarding data, especially as they face more pressure to produce results that justify their spending. In a survey of 500 senior marketers, 72% said that the current economy has made them more accountable to provide a return on investment.

According to the study, 65% of marketers have already had to make budget cuts, and an equal number are predicting more in the future.

The paradox of data

The report claims that data is vital for a successful marketing strategy, but having too much of it can be harmful. The main concern? There’s so much data that marketers need help understanding what any of it means. 66% of respondents said they have difficulty wading through all the information.

Having a lot of data is fantastic, but knowing where to start or what to do with it can take time and effort. That’s why optimization is key to unlocking the full potential of your information and getting the results you need.

The answer: data optimization

Data optimization is the process of cleaning, organizing, and managing data to make it more effective. Optimizing your data can improve your marketing campaigns, better understand your customers, and make better decisions overall.

So, why is data optimization so important? Here are three key reasons:

Focus on the right data

With so much data available, it’s easy to get overwhelmed and lost in the noise. Data optimization helps you focus on the most relevant data for your goals and objectives. This way, you can make sure you’re using your data most effectively and not wasting time on data that isn’t relevant.

Make better decisions

Data optimization doesn’t just help you focus on the correct data but also allows you to make better overall decisions. When your data is organized and up-to-date, it becomes easier to spot patterns and trends. These insights can help you make more informed decisions about your marketing campaigns and strategies.

Save time and resources

Data optimization can also help you save time and resources. When data is well managed, it’s easier to find the data you need when you need it.

Data optimization is essential for marketing success in the modern age. Optimizing your data can improve your campaigns, better understand your customers, and make better decisions overall.

What are the benefits of data optimization?

Making sure that your data is working for you, not against you, has many benefits, including:

Increased ROI

By segmenting your data and targeting your audience more effectively, you can increase your ROI.

Better customer relationships

You can create more targeted and personalized content by understanding your data and improving customer relationships.

What are the pitfalls of data optimization?

You should be aware of a few pitfalls when optimizing your data. We already know that too much data can be overwhelming and can lead to analysis paralysis.

But data accuracy is essential for data optimization to be effective – if your data is inaccurate, your results will be as well. And the most accurate data you can get is first-party data.

First-party data is here to stay

Two industry-changing events are happening today, propelling the shift toward a first-party data system.

The first change that we see is the decline of third-party cookies. This shift is significantly affecting digital advertising ecosystems.

The second is privacy and regulation, which create a demand for higher-quality data gathered in more transparent ways. This helps people get the content they want while still feeling like their privacy is respected.

As a result of these changes, first-party data is more valuable than ever. First-party data is data you collect directly from your customers and prospects, and it’s the most accurate data you can get and essential for data optimization.

Customer data through interactive content

Unlike traditional forms of content, interactive content engages users and gets them involved making it one of the best ways to collect first-party data. 

This involvement helps you collect data about their preferences, interests, and needs. You can then use this first-party data to create more targeted and personalized content, leading to better customer relationships.

Interactive content can take many forms, such as quizzes, assessments, calculators, etc. It’s a great way to increase your website or blog engagement and get to know your audience better.


For your data optimization efforts to be effective, the data you’re using must be accurate. That’s why first-party data is so valuable; it’s coming directly from your customers. And if you want to collect even more customer data, interactive content is one of the best ways to do it.

Our interactive content platform, Ion, empowers you to offer engaging content experiences your customer wants while getting the data you need. You can leverage Ion data to provide personalized journeys according to user’s preferences and surface key user information to your sales team to continue the conversation where marketing left off.

So what are you waiting for? Start collecting that valuable first-party data and create some interactive content today!

Do you want to continue to be updated with Marketing best practices? I strongly suggest that you subscribe to The Beat, Rock Content’s interactive newsletter. There, you’ll find all the trends that matter in the Digital Marketing landscape. See you there!


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