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.
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%).
Respondents to Duke Fuqua’s long-running The CMO Survey were in a cheery mood, with the highest optimism scores in three years and 72% believing that marketing has grown more important during the pandemic. The good vibes extended to their view of customers, whom they felt value a good experience more than product quality, trust, service, price, and innovation. Data integration for customer tracking is their fastest-growing investment.
Amazon advertisers can now measure results outside of Amazon stores using a new service from Stackline and Gigi. Gigi will enable unified audience buying for Amazon Marketing Cloud and Amazon DSP, which run ads in Amazon’s online stores and streaming TV channels such as Prime Video. Stackline’s panel-based multi-retailer attribution will track customer behavior across Amazon, Walmart, Target, and other major online or in-store retailers.