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1、Customer Data in ActionRemoving Hurdles to Create Transformational Impact2 2Table of Contents3 Executive Summary4 About the Research6 Key Insights10 Current State of Data-Driven Marketing13 Unlocking Better Returns on Customer Data 13 People16 Process20 Technology25 Core Takeaways26 Key Suggestions2

2、7 About the Authors3 3Executive SummaryThis report,based on a survey of marketing leaders at top business-to-consumer(B2C)brands,explores the barriers marketers encounter in effectively utilizing their customer data.The findings reveal a telling challenge:81%of marketers rate their technology infras

3、tructure as only adequate for now,partially adequate,or inadequate in supporting data-driven marketing initiatives.Shaping a data-centric vision,refining data practices,embracing technology,and fostering a culture that thrives on change can help companies better put their customer data into action.H

4、owever,its not always easy to know where to start.For marketing leaders,this report serves as a guide to understanding the people,process,and technology issues that make it difficult to get better returns from customer data.It addresses organizational challenges,process inefficiencies,and technologi

5、cal impediments to data utilization,and suggests improvements that can enhance the overall effectiveness and efficiency of data-driven marketing strategies.4About the ResearchFrom March 19 to April 10,2024,the WBR Insights research team surveyed 100 leaders from consumer brand manufacturers and mult

6、i-brand retailers to generate the results featured in this report.Participation was voluntary,with respondents chosen based on availability and the demographic criteria outlined below.Respondent identities were confirmed by phone before completing the survey but remain anonymous throughout.Half of t