Consumers today produce most of the data that marketers need. For example, 42 percent of European consumers conduct web searches on their mobile devices while shopping in brick-and-mortar stores. And 61 percent of consumers worldwide use digital tools as part of their “purchase journey” — whether it be for research, comparison shopping, buying, reviewing or discussing their purchase on social media after the fact. A 10-year study of companies across multiple industries showed that harnessing this data led to a 5 percent increase in productivity and a 6 percent increase in profits.
But there’s a long way to go. In a survey, chief marketing officers said 63 percent of projects do not use marketing analytics to inform decisions.
Check out the infographic below and stay ahead of the pack.
via Why Spending on Big Data Isn’t a Waste (Infographic) | Entrepreneur.com.
