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Data-driven marketers working longer hours than ever before

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17th Feb 2015
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Experian’s Tom Blacksell recently declared that 2015 would be the year "data changed marketing forever", and research from an array of different sources suggests this sea change is well underway, especially among the younger generation, where two out of three under-35s already describe themselves as predominantly data-driven in their working practices.

The question now is: how much is data giving marketing professionals sleepless nights? According to research from Regus, it’s already dramatically affecting working patterns.

The office equipment specialists surveyed over 3,000 employees from an array of businesses and departments to gauge how certain roles were evolving and the subsequent effect it was having on traditional working hours.

It found that almost three-quarters of marketing professionals, in particular, now having to work longer hours than ever before, with 76% saying that fixed hours are no longer suited to their duties.

84% of marketers also reported a rise in remote working, further suggesting that the evolution of the role towards ongoing data analysis was creating more of an ‘always-on’ attitude among marketing professionals; especially given the time-consuming nature of the practice.

Across the board, Richard Morris, UK CEO, Regus suggests: “These findings clearly show that UK working practices continue to evolve. The fact that so many UK workers find that ‘regular’ hours no longer suit their roles, should prompt companies to embrace flexible working practices.”  

IDG recently surveyed marketers in the US to gauge what their top data concerns were and found the “difficulty of extracting insights” the top concern. Poor data quality was second, while excessive data, number of data sources, list development time and, crucially, time spent on admin were also major concerns.

And as a result, the issue of data management extends beyond marketing into IT departments. Further statistics from Experian state that 90% of UK organisations say data is changing the way they do business, and that as a result, 44% CIOs are facing major challenges with volumes of data and real-time processing.

One potential solution to the issue is to hire a Chief Data Officer, however the role is still an embryonic one across the globe, with most businesses recognising the importance of having a single unit in charge of their data, but struggling to implement a practical strategy for developing one.    

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