45% of global marketers agree that data is the most underutilized asset in their organization, per survey results from Teradata. Indeed, while a majority currently collect a range of data types, including demographic (80%), customer service (72%) and customer satisfaction (62%), fewer report using the data. And although marketers ascribe various benefits to the use of data in decision-making, the study shows that few are able to systematically apply a data-driven marketing approach to regular tasks.
Overall, just 19% of respondents said they do so. Most commonly, their application of data-driven marketing to regular marketing tasks is seen as “ad hoc” (48%), though it’s routine for some (33%). Read the rest at MarketingCharts.