One look at how marketers managed—or didn’t manage—customer data, and low usage of sophisticated metrics made all the more sense. Fewer than four in 10 respondents had a centralized data repository for their client data. Even worse, just 28% centralized customer data from across channels to create a single record for the customer, despite their desire for a 360-degree view of customer-brand interaction.
Predictive analytics—one of the most important parts of marketing automation, which drives better targeting and personalization—was among the least-used methods, while keeping data “clean” ranked lowest. Read the rest at eMarketer.