Two CDP surveys in one week, Dear Reader! How great is that? This one’s from Treasure Data, which reports the average company recoups its investment after eight months. Lots here about features, benefits, data sources, and use cases, with nearly half the companies citing applications beyond marketing.
“What’s mine is mine and what’s yours is negotiable” pretty much sums up Amazon’s attitude towards other retailers. Their latest move is to expand the Buy with Prime program from its invite-only pilot, launched in April, to full U.S. availability by the end of this month. Buy with Prime offers Amazon Prime benefits to buyers on merchants’ own sites. Merchant sites will also be able to display Amazon product reviews.
This Emplifi survey of social marketing leaders isn’t focused on CDPs, although it does find that 58% of respondents have one in place and another 31% are planning to invest. That’s a good thing, since creating a single customer view is the most common marketing strategy challenge (45%), beating out unrealistic expectations for what marketing can do (42%), lack of content (36%), and inadequate marketing technologies (36%).
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.