According to PwC's Sixth Annual Digital IQ Survey, it was found that collecting, analyzing, and leveraging customer data is a concern for 72% of business organizations, just 44% have taken action to address it. Customer data comes from many sources, like websites, email, social media, mobile, customer service, data warehouses, and more. Collecting, analyzing and using these customer data is a challenge. Marketers should leverage data effectively. Data management and analytics enable marketers to use data effectively. Businesses need to gain competitive advantage by taking strategic decisions with customer insights. Further, self-learning marketing automation technologies combined with CRM tools allow marketers to set up relevant promotions or information to customers. Read more at: http://digitalmarketingmagazine.co.uk/digital-marketing-data/the-right-path-to-big-data/1327