Marketers have invested in and leveraged data-driven marketing for decades. But it’s still a challenge for most. The key question is: Why? We worked in partnership with Savanta, specialists in market research and data collection, and interviewed senior marketers, data influencers and decision-makers on the state of data-driven marketing across different industries, including Insurance (P&C, life and health), Pharmaceutical, Retail, Consumer Packaged Goods, Travel, Entertainment, Sports, Auto and Financial Services. We asked B2C and B2B.