![How Email Marketers Manage Customer Data, December 2014 [CHART]](https://trends.e-strategyblog.com/wp-content/uploads/2015/05/186506.gif "Chart - How Email Marketers Manage Customer Data")
One look at how marketers managed—or didn’t manage—customer data, and low usage of sophisticated metrics made all the more sense. Fewer than four in 10 respondents had a centralized data repository for their client data. Even worse, just 28% centralized customer data from across channels to create a single record for the customer, despite their desire for a 360-degree view of customer-brand interaction.
Predictive analytics—one of the most important parts of marketing automation, which drives better targeting and personalization—was among the least-used methods, while keeping data “clean” ranked lowest. Read the rest at eMarketer.
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