Marketers Are Collecting Data – But Having Trouble Leveraging It

45% of global marketers agree that data is the most underutilized asset in their organization, per survey results [download page] from Teradata. Indeed, while a majority currently collect a range of data types, including demographic (80%), customer service (72%) and customer satisfaction (62%), fewer report using the data. And although marketers ascribe various benefits to the use of data in decision-making, the study shows that few are able to systematically apply a data-driven marketing approach to regular tasks. (more…)