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 Quality issues such as incomplete (61%), outdated (46%), and inaccurate data were bigger obstacles than silos (14%).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.
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.
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%).
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