Allocadia Survey Finds Companies Lack Organized Data, And Other Things
Marketing performance measurement specialists Allocadia have released a study that found growth correlates with cooperation between marketing and finance departments, measuring marketing’s contribution to revenue, and having a clear marketing technology roadmap. The study is mostly about marketing measurement but CDP-obsessives will want to know that just 8% of organizations combine marketing, sales and finance data in one data warehouse and only 28% feel marketing’s data is accounted for and well formatted. Note that we’re just talking about making the data available for analysis, not using it to manage customer interactions.