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Experience is Customers’ Highest Priority: The CMO Survey

Respondents to Duke Fuqua’s long-running The CMO Survey were in a cheery mood, with the highest optimism scores in three years and 72% believing that marketing has grown more important during the pandemic.  The good vibes extended to their view of customers, whom they felt value a good experience more than product quality, trust, service, price, and innovation.  Data integration for customer tracking is their fastest-growing investment.

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Poor Data Quality is Top Marketing Pain Point: CleverTap Survey

March 12, 2021

Marketers in this CleverTap survey also seemed remarkably down-to-earth.  They listed segment-level campaigns as their most important use for customer data (75%), while personalized customer messages ranked sixth at 46%.  They also said lack of quality customer data is their top internal pain point (42%), far ahead of lacking real-time data (25%).   Lots more here including key issues by industry, which are always intriguing.

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Two-Thirds of C-Suite Can’t Recognize Bad Data: Fivetran Report

December 6, 2021

Like the determined optimist who tells his boss the factory is on fire by reporting they’ll soon be able to update their equipment, let’s find some silver linings in a batch of gloomy surveys today, Dear Reader.  We’ll start with this Fivetran report, which finds that 85% of data leaders say their company has lost money by basing decisions on bad data, and 66% believe their C-suite can’t tell when that happens.  The bright side is there’s lots of room for improvement.

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