So says research from experience management company Qualtrics, carried out among 250 marketing professionals.
As many as 75% of marketers analyse the varied data sources at least once a month, yet 63% agree that they need more than traditional operational data to build an effective customer experience.
Qualtrics marketing director EMEA Caroline Mogford said that the findings reveal that there is still a huge gap between the data marketers they have and the data they need.
She added: "The most successful marketers are closing that gap by looking at 'experience data' which looks beyond the traditional marketing metrics that tell you what's happened in the past and looks at the 'why' behind this data.
"When you can understand the key drivers behind your core metrics you can use data rather than gut feel to identify the improvements that will have the biggest impact on your organisation."