When the Association of National Advertisers (ANA), in collaboration with McKinsey and Co. and GfK, asked marketers about how they would respond to profound changes in the business landscape, a range of responses all tying back to data came out on top. The greatest share, 83%, believed that it would be very important for marketers to know how to make data-informed decisions to respond to such disruptions to their jobs.
Eight in 10 cited analytics capabilities to measurement marketing effectiveness—a response intrinsically connected to the use of data. And 78% selected analytics capabilities to understand customers. These responses were ahead of improvements to the customer experience as well as general training and professional development. Read the rest at eMarketer.