“CMO SURVEY Update: Marketers to Spend on Analytics; Use Remains Elusive” – Christine Moorman

April 4, 2017 Christian Sarkar

Spending on marketing analytics—quantitative data about customer behavior and marketplace activities—is expected to leap from 4.6 percent to almost 22 percent of marketing budgets in the next three years, representing a 376 percent increase. At the same time, marketers say barely a third of available data are used to drive decision making in their companies. […]

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