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.