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Most marketers understand the value of good customer data, but they still struggle to organize and use it effectively: 62% cite "turning data into action" as their top marketing issue in 2011, according to a report by Unica.

Some 90% of surveyed marketers say Web data is very important or somewhat important in driving campaign decisions.

Even so, only 41% of marketers say they now use Web data to help them make such decisions; another 35% say they plan to do so in the next 12 months.

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