Data overload: Marketers discuss CRM, loyalty and social media

IBM’s latest Global CMO Study has concluded that the threat of “big data” is a topic that’s top of mind for marketers at the moment, with more consumer information at their disposal than they can cope with. The study surveyed 1,700 marketing chiefs across the globe.

The impact of social media and mobile has been the creation of a barrage of data, but IBM has estimated that 90% of real-time data that’s being collected isn’t used effectively. This has led it to conclude that marketers could face a data crisis in the coming years.

For further perspectives on data, CRM and the growing influence of social media in the field, Pearlfinders has spoken to companies in the retail, leisure and automotive sectors.

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