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NEW YORK Marketers, who spend millions to gain data about their customers, generally fail to use it properly, according to a new CMO Council study.
Only 16 percent of companies rate themselves as effective or extremely good when it comes to customer relationship management. Forty-five percent said they are deficient or need more work at integrating and leveraging customer data.
The “Business Gain From How You Retain: Addressing the Challenge of Customer Churn and Marketing Burn” report polled 450-plus marketers globally.
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