February 6, 2020

Single Customer View Critical to Effective Personalization

Single Customer View Critical to Effective Personalization: Melissa Study

Melissa

Companies with a reliable single customer view are vastly more likely than others to have very effective personalization -- 87% vs 35%, according to this study from data quality vendor Melissa. Quality issues such as incomplete (61%), outdated (46%), and inaccurate data were bigger obstacles than silos (14%). Download for more.

Read More

Data Quality Is Least Aligned Function for Driving Growth: LeanData and Sales Hacker

LeanData

Unified data is also essential for consistent customer treatment, which 95% of respondents to this survey by LeanData and Sales Hacker said is a critical revenue driver for B2B companies. The group ranked quality and accessible data as the least aligned function needed to drive growth.

Read More

In-House Martech Improves Data Use: DigiDay and Bannerflow

DigiDay

And since we’re looking at surveys about data, let’s finish with this DigiDay report for Bannerflow, which found that 41% of companies make better use of their data after bringing technology in-house. Most intriguing finding: companies with a stand-alone in-house agency fell to 36% from 59% a year earlier. They either made embedded agency skills in their marketing teams (35% vs 23% the year before) or went back to external agencies (29% vs 17%).

Read More

 

Share: https://www.cdpinstitute.org/newsletter/Blog1072/02-06-20-Single-Customer-View-Critical-to-Effective-Personalization

The CDP Institute educates marketers about the issues, methods, and technology used to manage customer data, with a special focus on Customer Data Platforms. Join the CDP Institute for free access to valuable information and insights.

Signup

Join Now

© 2020 CDP Institute. Privacy Policy | Terms of Use