Discussions around consumer data often focus on capture and generation – methods both overt and covert to build greater and grander data sets. However, a recent Forrester study confirmed what we already suspected – companies don’t actually know what to do with all that data.
The importance of utilizing data to improve the customer journey cannot be overstated. As a result, the key marketing focus and priorities are shifting towards generating actionable insights from their customer data. Download the paper to find out why.