The guide, aimed at those working in marketing, data analytics, business strategy and product development, sets out four stages of a maturity model and suggests steps businesses can take to boost their strategy.

It also offers insights on how consumer intelligence is used to inform business decisions and advice on gaining buy-in from the business.

Saeed Absia, head of UK strategic CX and insights, Brandwatch, said: "The model offers a valuable framework for businesses to reflect on their current stage and identify areas for improvement to ensure sustained success."

Brandwatch developed the guide with input from across the company, according to content marketing manager Emily Smith, who added: "This allowed us to create effective and actionable tips to help businesses learn from companies that are already succeeding in their CI journey."