Channel Data Management: Barometer 2017 Research Report
In 2016, Accenture reported that growth in the consumer electronics industry had slowed down. In 2017, for many consumer electronics companies, the pressure is on to boost sales. With a heavy reliance on indirect sales channels, manufacturers are one step removed from the customer data needed to create a successful marketing strategy. In 2015, the Channel Data Management Barometer highlighted an increasing awareness amongst consumer electronics companies of the possibilities around data-driven growth through the channel. This year, the study which includes both the UK and Nordics, looks at how issues around inventory and incentives are bringing channel data management into sharper focus and how companies see the discipline, and their processes, evolving.
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