The majority of global marketing professionals have been using such data-related functions as audience segmentation, customer journey mapping, personalization, and marketing automation, to name just a few. In fact, a large share of marketers believed that using data in these instances was quite, if not highly, valuable. In order to better understand the customer journey, marketers draw their data from online analytics tools, e-mail, surveys, CRM solutions, and social. All in all, industry professionals agreed that maintaining high-quality customer data helped them increase efficiency, improve cost savings, and protect their brand’s reputation.
Customers, however, are still divided when it comes to the issue of their past purchase history data being used in future shopping recommendations. While 53 percent say they are not comfortable with this practice, another 51 percent believe it demonstrates the company’s interest in keeping their business. Among those who like the recommendations, 38 percent would like to see them from grocery stores and 34 percent from online retailers. Most consumers find that online store product suggestions match their buying interest rather well, but 35 percent still think those recommendations are poorly targeted. On occasion, 36 percent of customers feel influenced enough to purchase suggested products, but 14 percent claim that they never did so.