Smart marketers make informed decisions based on data gathered from analytics platforms and processes.

Yet far too few marketers have a firm grip on their analytics.

A whopping 87% of marketers consider data the most underutilized asset in marketing organizations, according to the 2015 Global Data-Driven Marketing Survey by Teradata.

Here are more insights, from the survey:

the top benefits of using data to make decisions, according to the 1,500+ marketers that participated.

So what gives?

If we generally agree on the benefits of data-driven marketing—and its magnitude—realize the risks of shunning it, and concur it’s underutilized, why not just get it in gear?

It’s complicated, that’s why.

“Companies have so many analytical options at their disposal that they often become paralyzed, defaulting to just one tool,” writes a trio of authors from McKinsey & Company, in the post Using Marketing Analytics to Drive Superior Growth. They continue, “But an integrated marketing-analytics approach is the key to driving growth.”

Read all: How the Pros Turn Marketing Analytics Into Effective Marketing Strategies

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