It’s all surveys today, Dear Reader. First, this Nielsen study finds that marketers rate audience targeting and creative as more important for campaign success than personalization or journey-based messaging. Most believe that effective targeting requires behaviors as well as contextual data. Lots more here on channel growth and effectiveness, ROI measurement, marketing objectives, and related topics.
Another story we keep telling is that customers really aren’t that interested in personalization. This survey for Sitecore by The Lacek Group finds that product quality (65%), money-saving offers (60%), and loyalty rewards (55%) are the biggest drivers of customer loyalty, while unique personal experiences (31%) and personalized communications (27%) are least important. Customer service (52%), privacy protection (45%), and brand values (36%) fall somewhere in between.
Targeting data is threatened by new privacy constraints, so 99% of marketers are working to replace it, says this Forrester study for data verification vendor SheerID. Most (85%) see “zero party” data (data that customers share voluntarily, such as survey responses) as critical for effective personalized experiences, but 36% worry that customer answers are not always accurate. Adding to the challenge: 42% of marketers have access to zero-party data but don’t know how to use it effectively.
GrowthLoop will use TransUnion identity data to improve U.S. consumer match rates on client files sent to advertising media such as Facebook and Google Ads. The data should also help clients to find matches among records within their files, building more accurate customer profiles. GrowthLoop calls itself a “composable CDP”, meaning it works with data assembled in external data warehouses.