This Kantar survey of 672 global ad executives confirms that they’re eager to use data more widely in their organizations (80%), to strengthen their data platforms (78%) and to improve data quality (64%). More than half (56%) expect they’ll use first-party data to guide real time targeting in the future.
Salesforce, which owns Mulesoft, took its own survey of 25,000 consumers, business leaders and IT managers worldwide. They also found that business workers want direct access to data and IT capabilities (82%), in good part because just 37% are fully confident that their IT team has the skills and technology to keep up with demands. There’s certainly a perception gap: 95% of IT leaders say they’re prioritizing workflow automation, while 58% of business users say IT is preoccupied with “keeping the lights on”.
Mulesoft surveyed 1,700 business users to find that 68% are “citizen integrators” if that means they somehow help to deliver internal digital services. Nearly all (82%) agree employees need easy access to IT systems and data, 59% agree that failure to connect systems hinders growth, and 44% said their IT department is a roadblock to innovation. A second Mulesoft survey, covering 2,400 IT and business leaders, found 83% feel their groups have become more aligned in the past year (83%) and 87% feel that security and governance concerns are slowing... Read More >
Just over half of consumers (54%) like to receive personalized messages because they show the consumers are known to the brand, plus they can be time savers. The rest (46%) find it at best unimportant, at worst creepy. Relevance far outstrips personalization when it comes to driving email opens (54% vs. 19%). Takeaway: treat each customer the way they prefer.