No one really doubts that real-time data is useful, but here’s more concrete data in case you’ve been arguing the point: this Confluent survey of IT leaders finds 63% of companies with widespread access to real-time data showed 10% or higher revenue growth, compared with just 44% of companies with only some access grew as fast. Integrating multiple data sources was the most common obstacle to real-time access, cited by 60% of respondents.
Back in sales and marketing land, 33% of executives say that lack of unified customer data is a top challenge to providing exceptional customer experience. Only poor communications (46%) and misalignment (42%) between teams rank higher. Poor alignment is the biggest obstacle to creating a unified customer view, ranking ahead of technology and data quality.
Out-of-Home (OOH) ad platform AdQuick has launched an audience-based buying option, enabling advertisers to purchase OOH media based on audience demographics rather than location type or traffic. The approach should make it easier to purchase OOH media and should expand the number of OOH units that marketers can effectively purchase. Of course, the ads will be seen by everyone who passes a given location, not individually-targeted audience members.
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%.