Millward Brown Digital polled 300 US senior marketers from brands, agencies and media companies. The survey found that as consumer behavior continues to shift, marketers are having a hard time keeping up.
Millward Brown Digital looked at how confident marketers are in their organization’s use of big data. Confidence among brands was low—fewer than half of brand respondents said they were confident. Nearly two-thirds of brand respondents were not.
And though 60% of agency respondents and 59% of media respondents said they were confident in their company’s use of big data, a significant amount were still not.
Data analytics can help deliver better customer experiences. A February 2016 survey from from Forbes Insights, in association with SAS, revealed that nearly half of executives worldwide anticipate that data analytics will result in an across-the-board shift in their ability to deliver a superior customer experience within the next two years. Read the rest at eMarketer.