By Jennifer Fischer, chief innovation and growth officer, Publicis Groupe
87 per cent of companies increased their investments in data in 2022. The question is: are companies investing in the right things?
Despite investments in data consistently rising for years, only 23 per cent of companies characterise themselves as data-driven.
When it comes to marketing, the gap is simple to understand: most companies do the same thing and have the same type of data to base decisions on, year-on-year. Brand health, customer segmentation, competitor research and maybe some attribution modelling – all of this matters. But here’s the problem: when all you have is a hammer, everything looks like a na
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