Three surprising insights on the state of customer data collection

4 Pages

Okta’s July 2024 CMO Data Executive Brief reveals major challenges in customer data management. Although 86% of marketing leaders claim a 360-degree customer view, data quality issues persist, undermining confidence. AI adoption is strong, with over 90% using AI for tasks like profile matching and content creation, yet concerns about data governance, quality, and integration remain. Many still heavily rely on third-party cookies, highlighting gaps in data strategy and trust.

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Three surprising insights on the state of customer data collection

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