Marketers are awash in all different types of data, but often have a hard time making heads or tails of what to do with it. And in an increasingly personalized world, consumers expect their clients to be configured—and that’s where an effective data strategy.
According to statistics compiled by research company accenture, the majority of the world’s business leaders believe the most important factor for buyers is ensuring its staff has access to customer data. In addition, 59 percent of companies that employ business analysts say that this gives them a competitive advantage. But despite such promising figures, a whopping 88% of marketers do not use information in full.
“Some brands are swimming in data, but this is not the correct data to achieve marketing goals,” said Jeannine Falcone, North America marketing lead at accenture interactive.
Click for more from this issue, this story first appeared in the 14 may 2018 issue of the magazine Adweek. Click here to sign up.