10 May 2017, BRISTOL, UK: Nearly 9 out of 10 (86%) UK and US marketers believe that for maximum success they need to collect as much information as possible on their customers. This is despite the fast approaching General Data Protection Regulation (GDPR), which encourages marketers to prioritise customer privacy over mass data collection.
These findings come from the new Data Deadlock report from marketing automation brand BlueVenn. The research incorporates data from over 2000 UK and US consumers, as well as 600 B2C marketers.
Despite striving to collect as much data as possible, marketers still aren’t using their existing data to full effect, with 57% of UK and US marketers saying that they are unable to form an accurate 360º view of their customers.
Commenting on these findings, Anthony Botibol, Marketing Director at BlueVenn said
"For today’s businesses, customer data represents a vital asset in terms of both marketing outreach and improving experiences. With GDPR just around the corner, marketers that fail to respect their customers’ privacy will be in for a nasty shock, with many brands set to fall foul of significant fines, legal battles and serious reputational damage.
“While our research suggests that many consumers are happy with the existing state of affairs, marketers need to start thinking about new ways to manage their data as we move into 2018. The days of storing everything into an unstructured data warehouse or, at the other end of the spectrum, maintaining lists in Excel and Access are over. Under GDPR, today’s brands will need to ensure their customer records are well governed and maintained, using Customer Data Platforms and their ilk in order to guarantee compliance and ensure that their data is being managed and maintained in an ethical way.”
Ahead of GDPR, marketers must be increasingly cautious of how much data they collect on their customers. Despite this demand from the government, BlueVenn’s research shows that 61% of consumers would give up some degree of their privacy if it meant receiving better products and services.
BlueVenn provides marketers with tools for powerful analytics, integrated campaign management, modeling, reporting and email communications through the BlueVenn Marketing Platform. Combined with years of experience building Single Customer View databases for some of the largest B2C organizations in the world, the BlueVenn products and solutions are at the forefront of a marketing big data revolution, redefining how marketers work and interact with their customers.
BlueVenn’s clients include Subaru UK, The Washington Post, Gannett, The American Automobile Association, Liverpool Victoria, Domestic & General, lastminute.com and SunLife.
Alex Warren / Emma Sandham
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Data Deadlock Report
Marketers are at a deadlock with their customer data and in order to progress, their role is changing from communicator to data scientist. This report asks 602 US and UK marketers and 2,116 US and UK consumers their thoughts to learn:
- The current state of play with customer data
- What strategies marketers find most difficult to quantify
- How consumers feel about their personal data and the use of personalization
- How can technology help?
- What tactics do marketers expect to be using in the next five years?