Fewer than half of marketing executives report having the capacity to analyze large sets of customer data, leaving many of them in the dark about important insights, Erik Sherman writes. Many businesses, for example, devote major resources to their websites while overlooking e-mail even though more than a third of consumers say e-mail drives prepurchase decisions. Marketers also have misconceptions about the effectiveness of mobile and social and tend to underestimate how much consumers dislike having their private data collected, Sherman writes.

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