Two-Thirds of Companies Use Customer Data Only in Marketing: Merkle Study
This Merkle report on customer engagement contains a hail of factoids. Item one: under one-third of companies use customer data throughout their organization; the rest (68%) limit it primarily to marketing. Item two: ownership of the customer experience tech stack is split almost evenly between IT (54%) and marketing (48%, and yes that totals 102%). Item three: the biggest hurdles to CDP use are implementation (27%) and bad data (24%); the lowest are strategy (9%), use case delivery (5%), and lack of central ownership (2%).