As 2020 comes to a close, I am counting down the top digital marketing trends heading into 2021.

No. 6 is data, tools and use

A study in 2020 about marketers and data found 44% of data goes uncaptured and 43% of what is captured goes unused.

The problem is two-fold for digital marketers: You need the people to work with the data and the tools to work with the data people and to see the data.

2021 Trends: Data, Tools, Use