The custom study highlights the opportunities marketers have to better execute a full-funnel strategy and drive overall business outcomes

LatentView Analytics, in collaboration with Forrester Consulting, has released a comprehensive study titled "Building An Insights-Driven Marketing Engine To Drive Business Growth," shedding light on the adoption and effectiveness of full-funnel marketing strategies among large U.S. B2C and B2B brands. This study aims to empower marketers with actionable insights to optimize their data analytics practices and elevate their marketing strategies.

1. Understanding Full-Funnel Marketing: The study emphasizes the importance of a comprehensive full-funnel marketing approach that caters to the evolving needs of customers throughout the entire lifecycle, from awareness to conversion and retention.

2. Operational Gaps and Challenges: Despite the majority of marketers acknowledging the importance of full-funnel marketing, many struggle to optimize customer value and deliver personalized experiences due to challenges such as fragmented enterprise views of customer data, organizational silos, technology limitations, and inadequate analytical skills.

3. Organizational Alignment: Misalignment in business goals poses a significant challenge for marketers, particularly in industries like technology and financial services, highlighting the need for cohesive organizational strategies and cross-functional collaboration.

4. Insights and Analytics Integration: Only a minority of marketers are effectively integrating analytics across all customer touchpoints to drive business outcomes, with a low adoption rate of predictive analytics and AI for understanding customer behavior and preferences.

5. Path Forward: The study underscores the importance of leveraging data analytics to bridge operational gaps, enhance organizational alignment, and implement predictive analytics and AI-driven strategies to unlock the full potential of full-funnel marketing.

LatentView Analytics and Forrester Consulting's study provides valuable insights into the current landscape of full-funnel marketing strategies, revealing both challenges and opportunities for marketers. By addressing operational gaps, fostering organizational alignment, and embracing advanced analytics technologies, marketers can unlock the power of data-driven insights to drive business growth and deliver personalized customer experiences.