Many marketers have difficulty managing their data in general. Nearly half of the respondents in a survey of 154 marketing influencers and research subscribers by Adestra and Ascend2 said that data management was one of the most difficult tasks they deal with.
This can become particularly problematic for mobile marketers whose budgets are growing. eMarketer predicts that mobile ad spending will surpass TV ad expenditures this year and account for nearly 70% of all digital advertising.