This figure combines two questions to understand what may be creating the universal gap to fulfill the number one barrier, advanced analytics: “What are the most important data sources you require to provide advanced analytics, and of those, what is your ability to access them?”
Outside of marketers having more access to financial data than any other desired data source, unfortunately, there is not one category where marketing has complete access to the desired data source. The need for many data sources seem very apparent, and so does the gaps to get access.
The largest gap of data access is pre-sale shopping/research behavior. This gap may hamper their ability to execute omni-channel campaigns, ranked as one of the top priorities in 2016.
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By Jeff Winsper, President
Black Ink ROI