Only 25% say they truly understand their audience

Photo: Generated with AI– -Artlist.io, under license

The latest Brandwatch report highlights a reality that feels all too familiar today.

In the age of data, only 25% of marketing professionals say they truly understand their target audience.

We’re overwhelmed by data, signals, and tools. We try to track everything we do, yet we often end up lost in a sea of raw information.

It’s not for lack of metrics — or their beloved English acronyms. We’ve got plenty of those. And still, the old truth remains:

“I know I’m investing, but I don’t really know where my budget is going or what impact it’s having on the business.”

The study itself is robust: over 1,000 professionals surveyed and more than 750,000 online conversations analyzed. That only reinforces how concerning these conclusions really are.

The so-called customer journey has become increasingly complex, with multiple “moments of truth” (ZMOT) shaping decisions. But the core issue remains: too often, we execute actions without a clear understanding of their purpose or their impact across the different stages of the journey.

We move from not knowing what we’re doing (doing things “because we should”) to expecting immediate returns from every action (last-click attribution). We measure everything in black and white- when in reality, marketing performance lives in the grey areas.

Another key point: 40% of professionals say they lack the technical capability to properly integrate and measure data. And they’re not wrong — the ecosystem is becoming increasingly complex, especially when it comes to platforms, where data integrity is often questionable.

There’s also a clear skills gap. 48% admit they struggle to interpret data. Because having data is useless if you don’t know what to do with it.

And of course, many are turning to AI as the ultimate solution. 84% see it as key to closing these gaps. And yes, AI can provide answers- but only if you ask the right questions. And even then:

a) Those answers aren’t always accurate

b) They still need to be interpreted within a business context

That’s why human judgment remains critical. It’s not just about managing flows or automations- it’s about creating space for meaningful analysis.

In the end, the fact that only 25% truly understand their audience should be a wake-up call.

The real priority now? Strategy, capability building, and continuous learning.