Today’s consumer expects every brand interaction to be seamless and tailored to their personal situation, whether that be in person or online. Gartner predicts that by 2018, more than 50% of organisations will redirect their investments to customer-experience innovations.

This shift in demand for an exceptional customer experience makes the role of the marketer that much more important. Domo recently conducted a survey of marketing professionals which found that 82% of marketers said they rely on marketing data to do their jobs well, but only 55% have access to the marketing data they feel they need.

Additionally, 60% said they don’t think they can handle the volume of data that is available without feeling overwhelmed. Marketers shouldn’t fear data, but see it as an opportunity to drive business outcomes and the overall customer experience.

For the marketing function, accessing the right data at the right time enables three key outcomes: 1. Drive true business value
Marketers need to tie every single lead and customer back to the marketing initiative that created them – and ultimately, revenue.

You need a big-picture view, one that involves tracking performance and gaining insights in real-time, so you know when it’s time to double down or change course. 2. Read more from…

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