Unstructured data looms as a bigger problem in this Forrester research for customer comment collector Reputation.  They found that 70% of digital marketing and CX decision-makers believe unstructured data is important in meeting CX goals, but 42% struggle to make sense of customer feedback.  Fun fact: respondents collect feedback from an average of six touchpoints and store it in 5.5 tools.

It’s all surveys today, Dear Reader.  Marigold reports that consumers are eager for personalized content, with 79% saying they’re likely to engage with a personalized email tailored to their interests.  Sadly, 33% feel their needs are unmet by current brand messages.  Discounts and coupons (95%) top the list of what they want in exchange for personal data, followed closely by loyalty rewards at 94%.  Content is last at 61%.