Data-driven marketing capabilities are on the rise, yet executives aren’t taking full advantage, according to the results of a global survey of 400 marketing executives released Wednesday by Forbes Insights and customer data platform (CDP) Treasure Data.
Despite the increase in companies using data in their marketing categories, the study, “Data Versus Goliath: Customer Data Strategies to Disrupt the Disrupters,” finds that “only 13 percent of companies can be considered ‘leaders’ in leveraging customer data.” Marketers are divided into two categories: the aforementioned “leaders” and the remaining 87 percent — “laggards.”
These labels add up to real revenue differences, with those companies identified as leaders posting significantly higher returns (26 percent) than those identified as laggards (8 percent).
[Read the full article on MarTech Today.]
About The Author
Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Robin Kurzer
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