The Drum Market Insight Report: Data Activation Edition
The Drum has partnered with customer data platform Tealium to publish the second tranche of our research into how marketers are using data, and the barriers they face in trying to push their data practices beyond the industry average.
The next stage of our research focuses on Data Activation, and builds upon our previous Market Insight Report, The Pressures of Personalisation.
Our study examined data practice across four main areas:
1. Data collection, and barriers to effective collection
2. Connecting data across systems and internal processes
3. Actioning data in a meaningful way
4. Analysing collected data and the resources available for this process
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