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Martech: Analytics & Data

Get the most important digital marketing news each day.


Time for brands to take customer data personally

As consumers and regulators increase scrutiny around data, contributor Nina Caruso says there's an opportunity to adopt a customer-centric approach to privacy while providing personalized experiences.

Nina Caruso on April 10, 2018 at 7:46 am
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Seven in 10 consumers expect a personalized experience from the brands they encounter, according to a survey of 3,000 Americans and Britons that Conlumino conducted in 2014.

While that’s not shocking, this need for personalization can impact a customer’s loyalty and is a challenge that brands big and small still struggle with daily.

For nearly a decade, marketing and publishing departments have responded to this demand by using data management platforms — or DMPs — to organize customer data and deploy that information for tailored advertisements.

These days, however, customers want more than just targeted ads. They expect top-to-bottom personalization every time they interact with a brand — whether they’re calling a company’s helpline, viewing content in a mobile app or watching an in-flight commercial.

[Read the full article on MarTech Today.]


Opinions expressed in this article are those of the guest author and not necessarily Marketing Land. Staff authors are listed here.



About The Author

Nina Caruso
Nina Caruso is Product Marketing Manager for Adobe Audience Manager.

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