The findings are clear: the industry stands at a pivotal crossroads. With consumer trust and privacy increasingly crucial, the need to recalibrate data strategies fit for the current climate is paramount. Clinging to the status quo not only squanders opportunities but also jeopardises long-term growth. Marketers must adopt a more strategic and forward-thinking approach to data - one that's both innovative and future-ready. The urgency to act has never been greater.
Although marketers' overall responses showed a largely positive outlook towards data maturity practices, the survey's broader responses highlighted a clear need for marketers to ramp up their data capabilities or risk impacting their marketing campaigns in the near future.
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