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Data sources used in marketing worldwide 2016

Leading data sources used to understand the customer journey according to marketing professionals worldwide as of November 2016

The data displays information on the data sources used in marketing worldwide as of November 2016. During the survey, 36% of marketers stated they used call center data to understand the customer journey.

Online analytics	80
E-mail data	72
Customer survey data	66
CRM data	66
Social data	54
Call centre data	36
Demographic data from third-party providers	31
Offline campaign data	29
Demographic or behavioural data from trusted partners	28
Mobile app analytics	24
In-store transactional data (EPOS)	19
Data from connected devices	9
None of the above	2

Data sources used in marketing worldwide 2016

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