Experience Data - The New Competitive Advantage | Qualtrics

Experience Data – The New Competitive Advantage

How marketers are turning “big data” into “Useful Data”

Marketers are certainly not short on data. But are you using the right kind of data? We surveyed 250 marketing professionals in the UK to see how they were using data, as well as 250 consumers to find out how data-driven marketing has impacted them. The results show today’s most successful marketers are placing more value on ‘useful data’, moving away from gathering more and more quantitative data that tells them what’s happened in the past and layering in more qualitative data to understand what their customers will do next.