More Marketers Seen Relying on Experience Than Data for Decision-Making

Only 32% of marketing professionals from around the world claim to be highly effective at engaging with individual customers, while even smaller percentages feel confident in their ability to identify and capture new markets (25%) or uncover new insights to generate additional business value (23%). These findings are from a new IBM study [pdf] that suggests that many marketers are limited in their analytical sophistication, basing their decisions more on past experience than prescriptive analytics that can improve their outcomes. (more…)