Big data: How marketing is taking charge of the customer experience

In the US alone, roughly $83 billion (£51 billion) is lost each year as a result of poor customer experiences. That's more than the revenue for the entire US e-commerce retail sector. Many businesses have yet to unlock the potential of information, technology and customer engagement to stem these losses.

A number of leading companies, however, are using marketing technology and information resources to take charge of the customer experience from end-to-end, "owning" it to improve business outcomes and achieve better financial performance. The IBM State of Marketing 2013 survey examined what these leaders are doing to differentiate themselves in a perpetually shifting omni-channel world.

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