Most Marketers Unprepared for Data-Driven Future

New technologies and advanced analytics have the potential to create an exceptional customer experience. Unfortunately, most banking organizations continue to use the same outdated, siloed processes. Understanding the customer journey is at the foundation of being able to deliver the type of experience expected by today's consumer. Disconnects occur when organizations are unable to link online and offline customer engagements, and when internal silos create communications that don't reflect a customer's needs and behaviors in real-time. The New Marketing Reality report, produced by Econsultancy in association with IBM Watson Marketing, is based on a survey of more than 1,000 marketing, digital and ecommerce professionals.