Only four in ten decision makers are using advanced measurement to activate data
How are companies in the UK utilising their data?
Making Science surveyed 600 decision-making marketers in the UK across three key sectors: financial services, tourism and retail. The study reveals that 47% of UK companies analyse their data in silos, meaning they do not benefit from a global view of their business. In contrast, 10% of companies do not measure their data at all.
Furthermore, under half of UK businesses are aware of the changes in data processes triggered by GDPR, while more worryingly one in ten aren’t sure how the regulation applies to them and 4% haven’t heard of the legislation.
How can companies master data activation in the face of new privacy regulations?
- The state of data in financial services, tourism and retail;
- How these companies are enriching their data;
- The critical challenges of data monetisation;
- New solutions to make the most of data.
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”The amount of data being generated and collected nowadays has never been so high. But the ability to marry multiple sources of online data as well as some offline data in a unified, secure and privacy-first way in order to drive business growth is a problem companies need to address as a priority.— Xavier Klein, Head of Performance, Making Science UK
There is a clear need for an efficient & tailored approach that can help businesses draw actionable insights from the data they have, in addition to finding a way to understand what data they're missing or are unable to track.