But less than a quarter ( 24%) strongly agree that they are able to use data effectively to gain insight and engage customers today, according to a study from The Economist Intelligence Unit.

However, Western European marketers are confident that their capabilities will improve: 51% strongly expect to be using data effectively in this way in future. 

Two thirds of marketers believe the marketing department will be seen as a revenue driver in three to five years (up from 57% currently).

The study, The rise of the marketer – Western Europe among 256 marketers in Western Europe found that although advertising and branding are marketers most common responsibilities, as identified by 75% of respondents, e-commerce, customer retention and customer cross-selling are seen as their key responsibilities in future. 

Seventy per cent believe that the marketing function will play a significant role in shaping company strategy in future, compared with 50% who believe it does now. 

Pete Swabey, senior editor at The Economist Intelligence Unit said: “The digitisation of the customer relationship offers marketers an opportunity to create more value for their organisations, while it is encouraging that they are confident their capabilities will grow, marketing executives must face the challenge of transforming their department if they are to capture that opportunity.”