Today’s customers are more plugged-in than ever.
Whether browsing a website on their smartphones
or engaging with social media content on their
tablets, customers are connecting with brands
in ways unimaginable just a few years ago. And
with that increasing connectivity comes increasing
demands on marketers to deliver consistently
engaging content across all channels and across
all devices. Furthermore, customers have come
to expect brands to treat them as human beings
rather than numbers in a spreadsheet, which means
marketers must personalize their content if they
want to successfully engage with their audience.
However, many companies are still struggling to
personalize effectively, often because they lack
the tools for single customer identification.
Effective personalization requires that a company
have single customer identities in its databases.
Businesses with single customer identities can
track individual customers across all channels and
all devices, seamlessly compiling this data into
customer profiles that include customer interests,
preferences, and history. Data challenges lie at
the heart of companies’ struggles to construct a
single customer identity. These challenges include
incomplete, outdated, duplicative, and inaccurate
data. The outcome of these data issues can
Much of the data in this report is segmented by
“Highly Effective Marketers,” defined as those
respondents who report being “very effective”
at personalizing and “very confident” in their
single customer Identification; and “Less Effective
Marketers,” which includes all other respondents.
In analyzing the different strategies employed by
Highly Effective Marketers compared with Less
Effective Marketers, some best practices emerge.
Highly Effective Marketers are more likely to:
Address cross-device tracking by investing in
new technology & leaning on internal tools
Address cross-channel tracking by investing
in new technology, leaning on internal
tools, using third-party vendors, &
creating content internally
Partner with third-party vendors for
Place a high value on regulatory compliance
in selecting third-party vendors
The research results point to key strategies that
marketers can employ in order to effectively target
and personalize their customer interactions and