Marketers want to be able to predict customer behavior through the volumes of customer engagement data available to them. But, the reality is marketers are struggling mightily in this department.
Despite a plethora of consumer data and analytics, marketers have yet to master funneling this multiplicity of data into actionable insights to reliably anticipate and predict what's ahead and then prepare for it.
According to a new study from the CMO Council, titled, “Predicting Routes to Revenue, a mere 5% of marketers indicated that....