Just a couple of decades ago, marketers were thirsting for digital data. Today, many of them are drowning in it.
For data to matter, marketers must analyze it and turn it into insights. It feels like a tall order, dealing with so many disparate data sources.
Marketers still have far to go in really taking advantage of all of the data available to them. For example, according to Forrester Research, only 19 percent of marketers integrate social media data with customer-relationship-management data, and for in-store data, that figure decreases to 16 percent.
Social data can be a gold mine of insightful information, but only for marketers that know how to use it.
Even
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