Data-driven customer personalization — the ability to make customer experiences as relevant to the individual as possible, regardless of channel — has long been the ultimate promise of the digital age. A recent survey of 200 marketing leaders by Forbes Insights and Arm Treasure Data reveals that where personalization is being applied in a robust way, enterprises are seeing positive results. Leading data sources identified in the survey include sales and service support data, CRM data, promotional or incentive results, email data and edge device data. Seventy-six percent of these leaders report having CDPs in place as an important part of their personalization strategy, compared with 53% of the rest. The Forbes Insights and Arm Treasure Data survey finds that mobile apps and email are the most prominent channels through which data is collected for purposes of personalization.

Source: Forbes May 01, 2019 20:44 UTC