Customer data: stop drowning and start swimming | The Insight Files |

From transactional data to customer survey data and everything in between, most companies have all the customer information they need to create insightful, intelligent marketing communication. Yet most of them aren't because they are drowning in data. A recent report published by Econsultancy offers up some interesting insights into how businesses are deciphering consumer data to better drive better engagement with their brand. The report looks in detail at how organisations are using data and technology to deliver highly personalised customer experiences and the opportunities and challenges involved. The report is based on a global survey of almost 600 digital marketers and ecommerce experts. Among the report's key findings include:

  • 62% of respondents felt overwhelmed by the volume of incoming data,
  • 96% of companies declared customer experience as at least 'important,' with more than two in five companies ranking it as high priority.
  • Only 3% of companies have a strong capability for using cross-channel or cross-device data for real-time online or mobile app personalisation.

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