B2B Marketing: Director of Cognizant’s Center for the Future of Work Says European Businesses Must Harness Digital Data More Effectively

“The digital experience that companies offer to customers can be expanded upon, personalized and tailored,” says Ben Pring. “We can now clearly see just how far many companies have to go on their digital journeys, especially when it comes to job one: collecting, analyzing and distilling meaning from the data that swirls around every digital interaction that every organization now has with its consumers. These findings should serve as a call to action for those in charge of their organization’s digital future.”

He adds, “Many European organizations lack confidence in the quality of the digital experience they offer customers, and are unable to effectively collect and use data gathered from digital sources.”

Pring says, “While the majority of respondents recognized the importance of data—59 percent said the analysis of digital data was ‘key’ to their marketing efforts—less than a quarter claimed their organizations were collecting and using it effectively. This is reflected in the fact that only a third of respondents believe they are offering a ‘high quality’ digital experience, with a mere three percent describing their provision as ‘excellent’.”

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