Marketing Trails Other Departments in Data Use: Alation Report
Marketing is less interested than other departments in data and analytics, according to this Alation study. Operations, compliance, finance, and sales are all more frequent proponents. Marketing and product share fifth place while customer service and human resources bring up the rear. Alation also reports that AI adoption is broad but shallow: 76% of firms have deployed some AI but just 8% use it throughout their organization.