Top Performers More Likely to Have Data Access

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

Marketing Charts, 9/20/10

Results of “Predictive Analytics – Driving Sales with Customer Insights” indicate that top performing marketing organizations are more likely to have access to different types of customer data. Dividing respondents into best-in-class (top 20% aggregate performance) and all others (including industry average with middle 50% industry performance and laggard with bottom 30% industry performance), the study shows that 77% of best-in-class organizations have access to all customer transactional data, compared to only 58% of other organizations.

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