And even poorly understanding the current processes being used to utilize markets and data.
Six governing considerations to modernize marketing in McKinsey
Legacy structures and operations are keeping companies from taking full advantage of technology. ...
Most chief marketing officers (CMOs) understand that the utilization of data, analyses, and algorithms to personalize marketing drives value. Concept tests are becoming more efficient, customer approaches are being accelerated, and revenues are quadrupling in certain channels (Exhibit 1). All the evidence suggests that marketing functions should invest in, collect, and analyze available data to support their decision making. ... "
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