At least some marketers have gotten the message that customers only like personalization when it helps them. This Acquia report found 62% of marketers are focusing on personalizing customer service while just 49% are focused on personalizing communications. In fact, personalization ranked towards the bottom of their tech priorities (43%), behind marketing automation (63%), CDPs (54%), and AI (44%).
Moving data to the cloud is supposed to simplify management, but Flexera found that 92% of companies use multiple clouds and 45% integrate data between clouds, which creates its own challenges. While cost savings are the top goal, respondents estimate that 30% of cloud spending is wasted. Just 16% of companies refuse to load any customer data into a cloud system.
Marketers in this CleverTap survey also seemed remarkably down-to-earth. They listed segment-level campaigns as their most important use for customer data (75%), while personalized customer messages ranked sixth at 46%. They also said lack of quality customer data is their top internal pain point (42%), far ahead of lacking real-time data (25%). Lots more here including key issues by industry, which are always intriguing.
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