In August 2016, Deloitte polled 122 CFOs, representing various industries, mainly in the US, about their priorities for and expectations of analytics, among other areas.
More than half of respondents said analytics that help their businesses understand customer profitability (58.2%) or financial optimization and forecasting (51.6%) are likely to receive backing in the next few years. Other types of analytics that track, for example, supply chain and manufacturing rounded out the poll at 29.5% and 26.2%, respectively.
Based on this research, CFOs must be becoming aware of their marketers battle to understanding the customer journey. In a related study from Millward Brown, released in August, 55% of US senior marketers said they don’t feel optimistic that they’re keeping up with the ebbs and flows of today’s consumer. Read the rest at eMarketer.