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Investing in customer data is a top priority for marketing leaders.
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Marketing departments are still trying to make sense of customer data they’re collecting, reduce manual work required to support customer data processes, and figure out how to use customer data to increase customer value. The Gartner CMO Council report surveyed 300 marketing leaders across industries and geographies and found that 80% of leaders said data, analytics and insights are “very important to winning and retaining customers,” nearly two-thirds were only moderately confident (or worse) in their data systems. To prevent your customer data set from becoming a data swamp, lay a solid, scalable customer data infrastructure at the heart of your martech stack.