Challenges of data usage in marketing at Swedish companies 2023
During a survey carried out among marketing, sales, and business managers and CEOs of the largest advertisers as well as project managers in advertising and media agencies in Sweden in winter 2022/23, heads of marketing named the lack of structure or order in data as the leading challenge of using data in marketing. Among other challenges mentioned was the fact that data drew a lot of resources and the fact that it was difficult to extract value from data.
