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Most Customer Data Goes To Waste: IDC

A whopping 80% of consumer data is wasted, says IDC, and marketing and IT must work together to fix that.

Beth Schultz

December 20, 2013

1 Min Read

If you've taken a look at the latest A2 infographic, Listening to the Voice of the Customer, you know of the disconnect between marketing's desire to become customer-centric and its ability to get there. Heck, even if you're not in marketing, you can well imagine the challenge.

Marketing has to be in charge of the customer's digital experience, yet digital life is changing at a rapid pace. While the customer voice grows ever stronger, it's coming from many directions and in many forms. Marketing's view remains largely channelized, and rather myopic as a result.

The answer is simple -- on paper, that is. "We need modern marketing and modern selling, both of which put the buyer front and center. To achieve this, you're going to need an aggressive focus on data, on content, and on the competencies of using these new digital channels," says Kathleen Schaub, vice president of IDC's CMO Advisory Service.

Ah, if only real life were so simple.

Read the rest of this article on All Analytics.

About the Author(s)

Beth Schultz

Managing Editor, No Jitter.

Beth Schultz is Managing Editor of No Jitter. Beth has more than two decades of experience as an IT writer and editor. Most recently, she was the founding editor in chief for UBM Tech's AllAnalytics.com, a three-year-old editorial site for analytics, IT, and business professionals that's developed into a go-to community for thought leadership and conversation on the analytics, business intelligence, and data management disciplines. Prior to that, she brought her expertise to bear writing thought-provoking editorial and marketing materials on a variety of technology topics for leading IT publications and industry players. Beth was also a longtime editor at Network World, where she oversaw multimedia content development, writing and editing for special feature packages. In particular, she focused on advanced IT technology and its impact on business users and in so doing became a thought leader on the revolutionary changes remaking the corporate datacenter and enterprise IT architecture.

Beth has a keen ability to identify business and technology trends, developing expertise through in-depth analysis and early-adopter case studies. Over the years, she has earned more than a dozen national and regional editorial excellence awards for special issues from American Business Media, American Society of Business Press Editors, Folio.net, and others.

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