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.
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