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Customer Data Architecture

More than 50% have connected their systems to a unified customer database or Marketing automation system - what's your status?

The share of companies achieving this unification has grown substantially in recent years. More than half (52%) of the companies now report they connect their source system to a unified customer database or marketing automation or CRM platform. Just 37% gave this answer in 2017. 

Consumer marketers are actually more likely than others to have a unified customer database, but less likely to use a marketing automation or CRM system. B2B companies on the other hand use marketing automation and CRM to a greater extend to lead nurturing and customer communication.

Learn how competitive your company is. Contact us now for a meeting with cases and benchmarks from your industry

Which best describes the current state of customer-facing systems at your company?

Customer data archicture
current state of customer facing systems

Digital organisation and Ways of Working

The marketing organisation is now in a permanent state of change. 66% of brands are actively looking to reorganise their internal model for marketing and 61% of brands are planning to reorganise their agency operating model.

- what's your status?

62% are now prioritising long-term customer experience building over performance marketing.

Most brands will adopt a more unified approach across customer data, marketing automation and performance media. But the war on talent is a clear and present obstacle. In a 2020 survey of marketing leadership 68% agree that skills shortage is holding back the industry in data, tech and analytics compared to 51% in 2017. 

What's needed is a prioritised playbook with laser focus on how to rebalance ways of working with business P/L units, Agencies and the Digital Center of Excellence at the center. The in-housing or outsourcing agenda is business critical.

Learn how competitive your company is. Contact us now for a meeting with cases and benchmarks from your industry.

Are you among those companies that recognise you need to become faster and more efficient to grow in the face of new competition?


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Experience and benchmarks from leading corporations across industries


7 of Top 10


3 of Top 5


9 of Top 10


7 of Top 10


9 of Top 10


8 of Top 10

Team & Network

George Clooney

Jannik Liedner


M: +45 2265 5356

Martin Lindegaard

Martin Lindegaard


M: +45 2845 0413

Jesper Kjær-Christensen

Jesper Kjær-Christensen


M: +45 2265 5141