Marketers are at a deadlock with their customer data and in order to progress, their role is changing from communicator to data scientist.
Marketers claim to be confident in their abilities to analyze complex data. Is this confidence translating into more efficient marketing campaigns? Many consumers seem to disagree, indicating that they are not satisfied with the way they are being targeted. Is the volume of data and the increasingly complex customer journey to blame?
This report asks 602 US and UK marketers and 2,116 US and UK consumers their thoughts.