The latest CMO newsletter from Forbes highlights a study by Canva revealing marketers' apprehension towards data, despite acknowledging its importance in enhancing their effectiveness. Many marketers exhibit anxiety related to technology and data usage, with about two-thirds feeling uneasy and a substantial portion avoiding data tasks entirely. Despite regularly interacting with data, less than half feel confident in managing it, often making errors in spreadsheets. Yet, a strong desire for improvement persists, with the majority believing that AI could assist in automating repetitive tasks, provided that more user-friendly tools and ongoing training are also available.
Marketing is a creative discipline, attracting people with outside-of-the-box ideas, yet marketers face anxiety towards data despite recognizing its value and the potential of AI.
A new study from Canva shows that while marketers acknowledge the importance of data, many exhibit hesitance due to anxiety about technology and its applications.
Only 44% of marketers feel confident when starting a data-heavy task, indicating a significant gap between the valued skills and the actual proficiency in data usage.
More than 75% of marketers want to improve their data work skills and believe that AI could streamline processes, but effective tools and training are also needed.
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