Big data has opened up a whole world of possibilities for marketers. The problem is that customers now expect much more from them. Gone are the days when including the consumer’s name in an email was considered. The quintessence of personalization, now cmos must understand who their consumers are. Know their habits and discover what. How and when do they want to see on their different devices. The good news is that there is a lot of data available to be able to get all that information. The only thing missing, according to a new study by the CMO Council, is the ability to manage it. As the researchers explain: “The amount of data available to marketers today is both a blessing and a curse.
Consumer Expectations Rise When They Reveal More Information
New digital tools and technologies have opened up a multitude of channels to be able to listen. To customers and collect information about them, and most companies are aware of this. Three-quarters of Paraguay B2B List marketers analyze the web to gain a better understanding of consumers. And crm and sales data were also used by 68% of them. Then came the customer satisfaction surveys (57%), and the social networks (53%). Also used by most of the respondents. In addition, in the case of the largest companies, all the percentages increased.
Despite Having Access to Vast Amounts of Customer Data
However, despite having access to vast amounts of customer data. The challenge is to aggregate all that data to build a 360-degree view of the customer. Something most companies are failing at. 48% reveal that they collect and analyze all data separately. While 10% consider data flows too complex to fully integrate and 21% say they lack the slightest alignment between different data sources.