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The study found 72% of marketers worldwide used data to craft more timely, targeted messaging, and 58% of respondents used it to build richer customer segments and profiles, allowing them to create more targeted, nurturing campaigns.

More than half (52%) also used customer insight and intelligence to directly influence the bottom line by cross-selling or upselling customers. However, just 28% used that information to go after higher-value sales and repeat purchases. This is indicative that while the majority of companies can market to customers at the group or profile level, only a select handful are able to do so at the individual customer level. Read the rest at eMarketer.