Key findings include:
- Customer experience remains a top priority and is now defining other priorities
- Marketers' strategic priorities for 2016 are very much centred on data, but more than 1 in 3 report difficulties in attracting and keeping analysts
- Increased collaboration between creative and marketing will benefit customer experience optimisation
- Personalisation and content optimisation are the highest priority digital-related areas
- Mobile remains a top-3 priority for more than half of the respondents