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Digital customer experiences are an increasingly important part of the marketing playbook, but many marketers lack the tools and know-how to take advantage of the tech that can improve them.

With the mountains of data available to marketers now, for example, data analytics and personalization could help executives better understand and reach their target audiences. But according to eMarketer, citing data from an Accenture Interactive and Forrester Consulting report, many marketers lack the skills necessary to implement customer experience strategies.

Specific marketers are not mentioned, but the survey “investigated actions executive decision-makers are taking to improve customer experience,” from integrating customer experiences across channels to improving analytics, eMarketer said.

Continue reading at AdAge.com