Three surprising insights on the state of customer data collection

How well are marketers really leveraging their customer data? Okta recently conducted a research study surveying 426 marketing professionals in U.S. with the goal of answering this question. Read on for more information on the three major takeaways from the report:

• Data leaders have confidence in their data— but that confidence doesn’t match the quality of their data
• Data quality issues are hampering the full strategic adoption of AI tools
• Data leaders are still highly reliant on third-party cookies