Marketers have invested in and leveraged data-driven marketing for decades. But it’s still a challenge for most. The key question is: Why?
Acxiom, in partnership with research firm, Savanta, interviewed senior marketers, data influencers and decision-makers on the state of data-driven marketing across different industries, including consumer packaged goods companies. We extensively sliced and diced the data and drilled into what the research has to say about the industry. The bottom line: The world has changed, and data matters more than ever.
Because the volume, variety and velocity of data has increased, our perspective is that data-driven marketing is about getting three core fundamentals right in the short and long term:
Getting the right data
Getting the data right
Using data in the right way
3 Fundamentals of Data-Driven Marketing for CPG