Majority of UK Firms Ignoring Customer Insight -- KDB survey reveals fewer than half of financial directors and managers see companies in their field using data in marketing
Fewer than half UK financial directors and managers think that companies in their industry sector are using customer data to drive marketing initiatives, a new survey by database marketing and consumer insight firm KDB www.kdbltd.co.uk shows.
When asked if, overall, most firms in their sector were able to access and analyse customer data and then use this intelligence in their marketing, only 43% of the 1,000 finance directors and senior financial managers surveyed said yes. The survey covered regions throughout the UK, key industry sectors and firms of different sizes.
The sector in which respondents were most likely to see firms using customer insight in their marketing was
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