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2015 WFA / Decideware Business Intelligence Survey

The World Federation of Advertisers & Decideware conducted a survey of major advertisers. The survey, conducted in May 2015, sought to understand the key stakeholders and processes that companies utilize to manage data. 

The survey, sent to a sample of their member companies globally in early 2015, provided a number of insights into the beliefs and behaviours of marketing procurement executives with respect to the importance of using data to make key decisions.

Key Insights

The results of the survey are compelling, with the majority of the respondents understanding the importance of data when making key decisions. Interestingly, 88% of companies, also responded that they could make better decisions if they had access to more robust data. And yet only 19% of companies surveyed indicated that they felt that their Business Intelligence practice had reached a higher level of maturity.