This latest report explores how marketers are building a foundation of data and identity resolution to power real-time and privacy-safe experiences across offline and online channels to meet digital-first consumer expectations that erupted from the COVID-19 pandemic.
Merkle surveyed 600 marketing, analytics, and technology executives of major brands ($100 million+ USD in annual revenue) from the US and the UK on how their companies are transforming to meet the digital-first mindset of today’s consumers and what opportunities they are pursuing. It discusses the findings from the survey and provides insights to marketers on operationalising customer data, privacy-safe customer experiences, and customer data platform (CDP) technology and identity resolution capabilities.
“Since our last CER in Q1 2021, we have seen that customer expectations driven by the pandemic and changes to data and privacy are here to stay.”
Craig Dempster
Global CEO, Merkle
In this report, discover insights like:
- While CDPs are useful to help activate the collected data, 59 percent of respondents indicated that their CDP is primarily being used as a data consolidation tool
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37% of respondents said that the ability to capture customer data has increased significantly in the last 12 months
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While new channels are introducing new streams of data, the survey results indicate that broad data collection is not helpful
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79% say that they are looking for identity to inform customer preferences and to serve relevant content and experiences to drive conversations
