SPEED TO INSIGHT: ACCELERATING DYNAMIC CUSTOMER ENGAGEMENT

Acxiom commissioned Forbes Insights to conduct a survey of 270+ senior marketing executives to uncover the challenges of harnessing and activating insights to drive meaningful and contextual customer engagement. This study highlights how today's leading marketers are successfully creating a truly closed-loop approach, providing both value in the attribution and measurement that optimizes campaigns as well as the continual speed-to-insight critical to engage consumers with the right offer, in their preferred channel and at the moment of need or desire.

With the focus on building out centralized analytics environments to allow for the democratization of data across their organizations, successful marketers are also strengthening the connection between their analytics and campaign production environments. That way, they are not only optimizing current marketing activities and more effectively tying campaigns to offline and online transactions, but they are also preparing themselves for a future where the ability to manage complexity at scale – and at speed – provides true competitive advantage.