Many experts think that massive collection and analysis of data is the way to retain customers, but in reality, data’s not enough. And while the field of analytics is continuously growing, only 31 percent of CEOs, according to one study, said they felt confident that their organizations were in the top tier of data analytics users.
What’s all this data for? Most companies use it to evaluate performance and optimize programs, but many struggle to determine which data subset is most valuable for understanding consumers and pushing them through the conversion funnel.
