Michael Heusner
Sep 16, 2019

Advertisers are drowning in data, Kantar study says

"Gone are the days when the idea is to get all the data one can get their hands on."

Nearly half of all advertisers lack confidence in their ability to draft meaningful insights from the deluge of data they are currently receiving, according to new research. 

And it’s not just a lack of confidence.

They absolutely are taking in too much data, said Aaron Peterson, senior director of marketing of Kantar's Insights Division, which conducted the study.  

According to the survey of 488 senior marketing...

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