stuffing themselves with expensive data scientists and they’re buying all sorts of data in massive quantities and building expensive predictive models. Some of the legacy research people have evolved to become insights and analytics professionals. You’ve seen new organizations pop up inside of companies. So maybe there’s now a data science team or a data governance team or a strategy group. And so I think the budget is a little bit of a battleground, which is not uncommon
revenue and about how these insights are directly connected. And that’s how you reposition yourself. It’s concerning that respondents don’t see themselves as being able to do that, because to me that’s 100% the opportunity. It’s curious regarding the threats of data overload, and compromising quality over speed; the demands of the organization are that you have to be agile. Consumers are changing their behavior. You have to be able to keep a pulse on that so you can react in an agile way. Some of the
“Contemporary technology is going to help democratize everything that’s happening and it’s going to be empowering for people in the insights space.”
in big companies. The leaders that have come from that legacy space have an opportunity to present themselves and to seize this opportunity, and it will play out in this new more data-centric way. As for the opportunities to drive revenue, it’s about changing the conversation. It’s the opportunity to mature the organization and make it about driving revenue. It’s making it about your ability to predict the future so that you could actually drive
big guys are losing ground because they can’t be agile and they’re then pushing back on their Insights people to be able to act more quickly. You don’t have the luxury of time anymore. So they’re feeling compressed, but the reality is the market is moving and you need to be able to capitalize on it. But the traditional way of doing it doesn’t match up with that. So I think that’s where the friction comes for them. The time to act is now.
revenue across the marketing
Ericka Podesta McCoy Chief Marketing Officer Resonate
lifecycle. The scope of influence is not there, but the way to change that is to start having conversations about
INSIGHTS SPEND & TRENDS REPORT 2023
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