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.