Data-driven marketing is on top of everyone’s mind for brand and agency executives. Many brands and agencies experience problems in the race to merge analytics and marketing strategies.
This report is based on a survey of 200 North American marketing executives, conducted in November and December 2016 by Forbes Insights. The research shows how analytics leaders have reached a higher level of marketing maturity.
- 70% of marketing executives say data-driven marketing is core element
- 71% of marketing executives say they effectively prioritize spending allocations
- 53% aren’t using data as a competitive advantage
- 60% are using data in order to shape campaigns less than half of the time