WHY MEASURE? BUT THERE’S MORE… Around the world, the competition for budget is intensifying. Growing customer-centricity is great news for Insights, right? In theory. But the demand for functions focused on the customer is growing just as quickly. In Insights, we no longer have the monopoly on customer data or customer understanding. Others like CX, CA, and Digital Marketing are staking their claims to customer knowledge and budget. ACT NOW Draw up a master customer data planto integrate all the data Those who can measure ROI and demonstrate value are most likely to win the resources. sources available to your business. Create maximum impact by positioning all available data sources for each business decision, and synthesizing that knowledge into a strong point of view. 1010