Why Customer Data Maintenance Matters for Marketers
April 5, 2021
After a uniquely challenging year, many companies are looking to marketers to turn their fortunes around. According to a recent survey of global CEOs, 83% expect marketing initiatives will drive growth in the year ahead. Delivering on these high hopes will require marketers to update their strategies.
Increasingly, effective marketing is a data-driven initiative, allowing companies to optimize communications and maximize return on investment (ROI). That’s why, in a year-end analysis of marketing best practices, McKinsey identifies “strategy and insights” as a marketing capability in need of improvement. Specifically, the report calls on marketers to develop “brand vision and strategy informed by real-time insights that are integrated into operations and the front lines.”