Member Research: Whose data is it anyway?

Posted on Thursday 11 March 2021

How UK marketers navigate data management as consumer privacy concerns grow

To create this paper, Silverbullet commissioned independent market research company Censuswide to interview 100 UK chief marketing officers at businesses with a turnover of £1m up to £10m and 2,000 nationally representative UK adults. Unless otherwise stated, all statistics referenced relate to these surveys. Each CMO was asked to complete an in-depth questionnaire about their view on the marketing industry, as well as their own organisations. All consumers were asked to share their opinions on personal data and privacy.

Key findings:

  • Almost half of UK CMOs (45%) estimate poor data handling risks costing their business between £250,000 and £5m every year

  • Only 27% of CMOs say the industry is ‘ahead of the game’ with having the skills needed to deal with customer data privacy

  • Almost three in four (74%) people are more concerned about the privacy of their personal information compared to this time two years ago

  • Over half (55%) of CMOs believe they are tapping into just 40% or less of their first party data’s potential

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