Infographic: The Importance of Using Data Effectively and Creatively

88% of marketers aren't utilizing it to its full potential

A solid data strategy is essential in creating compelling personal experiences, and brands need to jump on the trend. iStock Photo
Headshot of Sammy Nickalls

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 customer experiences to be customized—and that’s where an effective data strategy comes in.

According to stats compiled by Accenture Research, the majority of global business leaders say the most important factor in customer experience is ensuring their staff has access to customer data. Additionally, 59 percent of companies that use business analytics say it gives them a competitive advantage. But despite such promising numbers, a whopping 88 percent of marketers aren’t using data to its full potential.

“Some brands are swimming in data, but it’s not the right data to achieve marketing objectives,” said Jeannine Falcone, North America marketing lead at Accenture Interactive.

This story first appeared in the May 14, 2018, issue of Adweek magazine. Click here to subscribe.

@sammynickalls Sammy Nickalls is a freelance writer and the former departments editor at Adweek.