The rate of digital adoption (users and usage) by consumers grew exponentially in 2020 forcing marketers to react with more speed and precision than ever before. Incisiv interviewed more than 200 companies and found that while more than 80% of them made significant adjustments to their marketing strategy, less than 20% fully leverage their data to do so, and 73% of companies are caught off guard by new trends.  Limitations to analyzing customer insights exposed several blind spots where marketers could not spot changes in business quickly enough, often at the expense of KPIs and sales revenue.