Data is key to positive consumer experiences — but it's only used in 50% of digital marketing

Though the vast majority of marketers have the data, budget and organizational structure necessary to execute highly personalized outreach, less than half take full advantage of these tools, according to Merkle's quarterly Customer Engagement Report.

More than 200 U.S. marketers were surveyed for the report, spanning industries including healthcare, technology, consumer goods and more. Sixty percent said a majority of revenue comes from data-driven marketing based on individual behavioral triggers, proving the benefits of a strategy focused on personalized outreach.

Most of those surveyed have the tools to carry out such a strategy: More than 80 percent said they have a defined budget, toolset and organizational structure to execute individualized messaging and experiences across channels.

Despite all this, however, only about half of all messaging is based on data about behavioral triggers, and only half of that is issued on a one-to-one, individualized level — "revealing tremendous potential for improved results," according to the report. "By knowing their customers, speaking to them at the right moment and serving up interesting and applicable content, brands can tap into huge gains in revenue and loyal, long-lasting relationships."

View the full report here.

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