The second most popular option was not having the right technology to help, while the third was not having an understanding of what kinds of research could be helpful.
Meanwhile, not having the right skills was the least popular of the options we offered as an obstacle. This is promising, especially as marketers become more data-savvy. Thinking about skills needed to thrive in 2021, Charlotte Knowles, Head of Marketing at Berryworld wrote: “Strong analytics skills coupled with ability to ask the right questions first and understand our business objectives to ensure our insights help us achieve our goals.”
Our survey showed that more data is needed. But blending data can create new challenges.

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