Do you sometimes hope it’s just a bad dream and we’ll wake up to find that consumers will gladly share their data? Sorry, but AppsFlyer and MMA Global report that 73% of smartphone users are somewhat or very unlikely to allow tracking and 60% would never or just sometimes consent even if they had to pay for services instead.
But, hey, we can’t spend all our time worrying about privacy. So let’s worry that 44% of marketers aren’t effectively targeting their marketing to improve lifetime customer value. In fact, just 17% even do a good job of tracking it, according to Deloitte Digital and CMO Council. Good news for CDP fans: marketers top priority for the next 12 months is building a unified customer view.
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.