Marketers Completely Satisfied With Performance Across the Following High performers Moderate performers Underperformers Total Total Total Total Total 34 % 34 % 32 % 31 % 31 % 41% 36% 16% 41% 38% 14% 43% 34% 10% 41% 34% 12% 33% 13% 40% Unlocking the value of AI Delivering omni-channel experiences Unifying our customer data Loyalty program Using customer data to create more relevant experience S A L E S F O R C E 11 [ bb   I $  B  W :  b - C % ŧ9 T H E DI T I O N Few Marketers Are Fully Satisfied With Performance Performance On Key Initiatives Leaves Room for Growth Data and AI can help marketers reach customers in new ways and be more efficient, but they are far from reaching their potential. Even most high performers see room for improvement: Fewer than half are fully satisfied with their attempts at unifying customer data to create relevant experiences. Even fewer are satisfied with efforts to maximize AI’s value. Only 32% of marketers are completely satisfied with how they use customer data to create relevant experiences. Many marketers are looking to deepen their customer relationships through loyalty programs and omni-channel experiences, but satisfaction is low on these initiatives too. On average, only one in three marketers is fully satisfied with performance on core initiatives, highlighting a gap between expectations and outcomes.