Almost every company would like to extract more value from marketing expenditures. Research has consistently shown that personalized email campaigns lead to 2-3x higher conversion rates than mass emails. But many companies struggle with personalization because of a lack of data integration and bad data hygiene practices.
If marketers can’t trust customer data, how can they use it for more relevant, personalized, timely interactions that drive revenue? According to a new research study, “Customer Analytics: Leveraging Customer Data to Fulfill the One-to-One Marketing Imperative,” the top two challenges with customer data include an inability to segment and target customers through customer data (50%) and a lack of trust in customer data (34%).
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