Data-driven marketing tops the lists of priorities for 55% of marketers. This is according to research by a 2019 study by eConsultancy and Adobe. According to survey respondents, 42% also stated improving customer intelligence for a holistic customer view and integration of marketing tools for greater efficiencies as important areas of focus for this year.
Furthermore, data-driven marketing that specifically focuses on the individual was regarded as the single most exciting opportunity.
Which one area is the single most exciting opportunity for your organization in 2019? (Respondents 1,421)
More recent research (Ascend2, 2020) shows that brands are moving forward to put data-driven strategies in place. Approximately one-third (32%) of marketers surveyed report that a strategy is planned to have unified marketing data and 45% stated they are already operating with a strategy in place.
Brands seek to increase customer loyalty and conversion rates as well as optimize the customer journey with their data-driven marketing efforts.
Driving loyalty is of particular importance today. The pandemic brought many changes in shopping behavior including significant changes in the percentage of consumers who are switching brands and changing their shopping behaviors altogether. 75% of consumers have tried a new shopping behavior and will continue to do so post-pandemic.
So what types of data are marketers using to drive their loyalty program success? In a survey by Merkle, 62% of marketers…