Data-driven companies: where are we in Italy?

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Without data there is no personalization, nor omnichannel. In addition to socio-demographic and purchase-related information, it is important to map, collect and analyze data related to user behavior on each touchpoint.

But in an era of privacy and a future without cookies, the challenge is to collect and use data in an ethical and responsible way. Engagement strategies come to the aid of marketing managers: surveys, quizzes, contests and reward activities, even those not related to the mere act of purchasing, allow you to collect valuable information on your target in a consensual way and at the same time stimulate the relationship, keeping the user's attention high in the long term. The data collected will then be used to further improve marketing strategies.

It all comes back to data, which despite being the basis of every effective marketing strategy, remains uncharted territory for many Italian companies. A recent study by IKN and Denodo reveals that, although 70% of companies say they want to become data-driven, only 20% of them use data strategically to guide their decisions. Only 15% of companies say they student data are disinterested, in general, or find the challenge too complicated.

Yet interest in data-driven is growing. Companies are aware of its potential benefits: 16% see improved organizational efficiency, 13% aim to improve customer experience, 11% hope to increase sales, and others see opportunities.

But what obstacles are holding back data-driven transformation? The main challenge is fragmentation and difficulty in sharing data within companies. For this reason, data quality and data governance become fundamental pillars for the success of this transition.

To make headway in the current market context, it is essential that companies begin to invest in data-driven infrastructure, skills and corporate culture. Only in this way will it be possible to promote innovation and flexibility, essential elements to successfully face the challenges of an ever-changing market.