Two-thirds of respondents said they use national-level insights (65%) or customer-specific insights (65%) to allocate investments. But only 31% use cross-channel or cross-retailer insights, and just 12% get down to store-cluster levels.
When allocating investments across programs and tactics, the vast majority of respondents (84%) said they use the size and growth of the retailer or channel, and slightly more than half (52%) cited measured ROI.