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The Marketer's Guide to Actionable Data [Infographic]

by Verónica Jarski  |  
December 14, 2013

Chief marketing officers (CMOs) agree that successful brands use customer data to drive marketing decisions; moreover, 87% of marketers report that "capturing and sharing the right data is critical for measuring ROI effectively," reports Monetate via an infographic.

Unfortunately, however, many marketers struggle to use data well.

Some 45% of companies aren't using data to personalize their marketing communications, and 42% aren't able to link data to an individual customer, according to the data cited by Monetate.

Among the reasons that marketers don't use data: lack of training (32%), lack of budget or resources (32%), wrong organizational structure (14%).

To find out how you can collect and use customer data well, check out the tips in the following infographic:

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Veronica Jarski is the Opinions editor and a senior writer at MarketingProfs. She can be reached at

Twitter: @Veronica_Jarski

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  • by Elaine Marquis Wed Dec 18, 2013 via web

    Veronica, this is great information. Thanks for sharing.

  • by Monica Thu Dec 26, 2013 via iphone

    I'm surprised that "insufficient executive support" accounts for only 9% of the obstacles to using data effectively in planning. I plan on showing this to the executives with whom I work. It is great information, well organized and easy to digest. Thank you Veronica!

  • by Jack Oldham Thu Feb 12, 2015 via web

    Love the stats, easy to read! Check out my recent post 'Two Surefire Ways To Amass Actionable Data' to discover how digital media owners can develop a killer marketing database that can accurately segment and target their audience and power campaigns:

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