Forrester: Marketers Value Marketing Intelligence but Fail to Fully Activate Initiatives

In a recent Forrester survey, B2C brand decision makers reported that they place a high importance on marketing intelligence, and over half of companies in the study have tapped a senior executive within their organization to champion their marketing intelligence initiatives.

However, marketers gave their organizations a C minus grade regarding progress toward fully leveraging marketing intelligence. The survey asked about the people and skills around internal marketing intelligence initiatives, the support of the company culture, data management, the standards in place and the actual activation of marketing intelligence.


Notably, of all the aspects required underpinning the adoption of marketing intelligence, marketers report their companies are nearly failing at data management. Marketers know that the marketing landscape is changing, they are not sure how to respond, and as a result they are perpetuating “garbage in; garbage out.”

The study also revealed that marketing intelligence represents a differentiation opportunity for brands today, and in the near future, it will become a requirement. Marketers must lot your marketing intelligence journey by assessing your current capabilities and prioritizing your steps.

To find out more about how brands are struggling with marketing intelligence and how you can get ahead of the competition by leveraging the entire capabilities of marketing intelligence, download the Forrester report, “Marketing Intelligence: The Key To Improved Customer Satisfaction, Customer Loyalty, And Marketing ROI"



Photo by Markus Spiske on Unsplash

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