While it is encouraging to see that 81% of respondents’ digital teams are included in data management, only 40% are regarded as stakeholders.
This can point to some organisations still taking a siloed approach to data management where this is the remit of data and IT teams
Another possibility is that smaller teams have insufficient resources to also become involved in data management discussions
Overall this can be considered a worrying trend due to potential negative impacts on digital marketing, which requires access to real-time data. Lack of access to data is something already felt by digital teams who face many issues with legacy systems and processes