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Report IBM Marketing in the Dark: Dark Data

Marketing in the Dark: Dark Data

With the rise of marketing technology, it has become easier to measure media effectiveness, engagement with marketing campaigns, and the impact on the bottom line.

But new areas of darkness have been created – known as “dark data” – that is not harnessed, conversations in private channels and marketing technology platforms that are disjointed.

Report Snap Shot

This report explores the extent to which companies are able to harness data for their marketing programmes, with a focus on what ‘leaders’ are doing compared to their ‘mainstream’ counterparts.