Critical Thinking A study conducted by Adobe found that 77 percent of marketers surveyed believe that data on customer purchase histories can improve marketing performance, yet only 21 percent actually use it. Similarly, 88 percent believe that behavioral data can have a similar impact, but only 20 percent use it.47 These statistics highlight a contradiction between the perception of marketing analytics’ value and the actual frequency of execution of marketing analytics. Why do you think this is? If you were in charge of implementing marketing analytics into an organization, what hurdles would you expect to encounter and from whom, and how would you overcome them?