By Hayley Bayliss

With constant improvements in technology, there are an increasing number of methods being made available that enable organisations to gather invaluable data about their customers.

Whether it is primary data, asking those all important questions through a direct survey or sign up form, or whether the data is secondary, analysing online behaviour or tracking social media interactions, data driven marketing is becoming easier to do than ever before. Surprisingly though, a recent study conducted by Econsultancy and Adobe entitled ‘The Pursuit of Data-Driven Maturity’ has shown that only 1 in 4 companies are actually putting it into practice.

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Source: The Drum