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).
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