Marketers Do Best with Customer Data: Econsultancy Study for SAP
Should marketers be in charge of customer data? A study by Econsultancy for SAP suggests the answer is yes: companies doing the best job with their customer data are vastly more likely than others to say marketing owns the customer (66% vs 11%) and manages customer data operations (44% vs 25%). Leaders are better at lots of other things, too. Well worth a look.