Member Research: Whose data is it anyway?

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