Marketers Struggle to Share Customer Data Effectively

51% of senior marketers say that the lack of data sharing across their organization is an obstacle to measuring the ROI of their marketing, according to [download page] a survey released in March 2012 by Columbia University’s Center on Global Brand Leadership and the New York American Marketing Association (NYAMA). This ranks as the biggest challenge among respondents to their use of “big data” for marketing, and is more likely to be indicated by marketers below the VP level (56%) as opposed more senior marketing leaders (32%). (more…)