Half of Europe’s CMOs plan to enhance knowledge integration in 2024

Advertising leaders in Europe have recognized three key areas for enchancment within the subsequent 12 months: knowledge integration, media optimization, and extracting helpful data-driven insights throughout varied channels.

In response to a latest research involving greater than 200 senior advertising leaders in Europe, knowledge integration is recognized as the highest precedence for enchancment within the subsequent 12 months by half of the members (49%). Following carefully behind are media optimization (45%) and the extraction of related knowledge indicators throughout varied channels (45%).

High 3 areas for enchancment, by nation: Germany, France, United Kingdom (UK)

Though these normal areas of focus stay constant all through Europe, there are notable variations after we delve into every particular nation.

In Germany, the first focus for enchancment lies in “extracting related knowledge indicators throughout channels,” with 58% of these interviewed indicating this as their high precedence. Moreover, an virtually equal variety of members plan to focus on knowledge integration (56%). Nevertheless, in contrast to the general pattern in Europe, the third hottest space for enchancment amongst these CMOs in Germany is pricing optimization, with 50% emphasizing its significance.

In France, the panorama takes a special form. Whereas the extraction of related knowledge indicators nonetheless leads the best way with 50% specializing in this, an virtually equal variety of entrepreneurs are directing their consideration in direction of enhancing marketing campaign optimization, conducting model analysis, and analysing buy knowledge – all of which stand at a major 48%.

In distinction, the United Kingdom is prioritizing pricing optimization and the technology of actionable insights as the 2 hottest areas for enchancment. A major 44% of the CMOs interviewed within the UK expressed their intention to reinforce these two areas, whereas an almost equal quantity, 42%, plan to focus on knowledge integration.

“CMOs that may make the enterprise case for adopting analytics and extra modern expertise – after which take advantage of it – shall be in an enviable place. These that may’t, will discover themselves trapped in a cycle of reactive, short-term exercise that erodes their margins and model worth over time.” 
– Gonzalo Garcia Villanueva, international CMO at NielsenIQ.

Coming subsequent…

Look out for our subsequent article on this sequence, which explores the highest obstacles that Europe’s senior entrepreneurs are battling, with a purpose to notice their full knowledge and perception potential.