The role of marketing has evolved considerably in recent years, driven by changes in customer buying behavior and digital innovation. Marketing departments are increasingly involved in strategic decisions, and marketers are tasked with contributing proactively to the growth of their company.

In the complex marketing environment of companies, it has become difficult for marketing managers to gain new profitable insights from the multitude of available data. The more marketing channels are used and individual solutions are applied in dialog with the customer, the greater the chance for marketing departments to gain a comprehensive understanding of their customers and to address them in a targeted manner.

Moreover, marketing managers must keep an eye on many different channels and use a variety of solutions, each of which generate their own reports and data. Merging the data and deriving insights from it in the next step is characterized by many manual processes in the marketing departments of companies. This renders the data analysis time-consuming and not scalable. In addition to the time factor, it is now more important than ever for marketing departments to align their performance data with information about sales, expenses etc.

In order to get a better overview of the status quo and future development in the field of marketing intelligence in Germany, France and the UK, PAC questioned 450 decision-makers in May 2020, asking about their views and opinions. The study, commissioned by Datorama, Salesforce, aims to provide a current overview of how companies are integrating and analyzing their marketing-related data, and what challenges they are faced with.

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Results for Germany: Marketing Intelligence Insights für Deutschland - Insights von deutschhen Vermarktern zu Marketing-Daten, Analytics und Wachstum

Results for Europe: Marketing Intelligence Report for Europe - Insights from European Marketers on Marketing Data, Analytics, and Growth