January 27th, 2015
Marketers are hungry for customer data. Every piece of information about a customer and their interactions with a brand helps marketers create complete customer profiles and guide the ultimate strategy behind the sell. From methodically timing each touchpoint with a potential lead, to personalizing digital content on a website to show each unique visitor what they’d most like to see, the link between data and marketing decisions is undeniable.
But this data isn’t always readily available, and customers are hesitant to provide brands with the personal information needed to create this free exchange of profiling and personalizing. The reason is simple — customers don’t see the value in sharing data.