Dive Brief:

• A new study from Forbes and Wipro Limited suggests that consumer goods companies could do more to harness digital technology and marketing data. 
• The study, which surveyed 125 C-level executives from consumer goods companies, showed that 65% believed their company needed to do more to harness digital technology for marketing efforts. 
• Almost half (42%) believe their company's approach to digital marketing is too fragmented.

Dive Insight: 

Executives are aware of the power of digital technology and marketing data, but perhaps aren't certain how to harness it within their own firms. Recognition on the executives part should move companies forward into finding ways to make the most of the digital space.