Most marketers collect data from traditional sources, and are missing out on other more valuable sources
Percentage of respondents using traditional sources to gain insights
CRM system data
Psychographic data (lifestyle, attitudes, values...)
Predictive (batch-based) analytics
Commerce data (in-store, e-commerce, order history...)
HR insights (team, talent and resource allocation)
Real-time predictive (machine learning)
Even the limited data being collected is not being used to its full extent.
of respondents estimate that only 25-50% of data collected is used for real-time insights
say that over 75% of their data is used for real-time intelligence
The main barriers to using data more effectively are the lack of an organisation-wide strategy and not having the right skills and processes in place.
say data is trapped in organisational silos
claim the problem is getting the organisation on board with the data strategy
say they have too much data to manage effectively
admit their data is messy
say they are adopting an organisation-wide data and analytics strategy
Having the right customer data and intelligence strategy can yield many benefits
are leveraging customer insights to drive better decisions on content, channel and engagements.
are able to deliver relevant customer engagements that are deepening customer relationships.
have seen improved results and return on marketing campaigns
claim they have helped the entire organisation to better understand the customer
have created new products, services or solutions to meet customer needs