Research reveals accessible data, self-serve insights and advanced analytics are key to success for high performing companies.
The finding comes from the 2018 Data Culture Report, an industry report on the challenges marketers face in operationalising data to improve the customer experience.
Key findings include:
- Over 75% of high performing brands have in-house analytics and insights.
- Low performing brands are more likely to outsource marketing to an agency.
- 60% of high performers use external data to enrich their customer understanding.
- Nearly all brands are investing in data as a strategic priority.