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Econsultancy report: The customer experience is written in data

White Paper Published By: Google Analytics 360 Suite
Google Analytics 360 Suite
Published:  Sep 05, 2017
Type:  White Paper
Length:  16 pages

Today’s meandering customer journeys take place over multiple channels and devices. Each interaction creates a stream of digital information, leaving marketers with a growing pile of data. But, with data seemingly everywhere, why are so many marketers still feeling like there’s not a drop to drink?

Leaders Have a Data Strategy and Enable More Teams with Data
In this research report from June 2017, Econsultancy surveyed more than 700 marketing and analytics executives at consumer brands to better understand how data factors into marketing strategy — and daily decision making.

Two-thirds of leading marketers — those who outperformed their top business goal — say they currently have a documented data and analytics strategy.

In this report, you’ll also learn how leaders have built data-driven cultures and why they are more likely to use:

  • digital analytics to optimize user experience in real time
  • audience-level data to personalize customer experience
  • customer-level data to segment and reach individuals
  • attribution to evaluate how channels work together and to allocate budget

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