The primary challenge keeping marketers from achieving successful personalisation, according to our research, is accessibility of customer data, followed closely by a technology deficit and insufficient customer data.
When we look at the sheer size of the customer data platform (CDP) landscape – technology that should theoretically unify customer data so that it’s accessible for marketers, enabling cross-channel personalisation – it becomes clear that there isn’t a lack of technology on the market. So, perhaps it’s more accurate to say that the current technology on the market is simply failing marketers.
Let’s dig into this notion. What data do marketers need to make their personalisation efforts more sophisticated, and what should they be looking for in the technology they’re investing in to leverage it?
As you might have gathered by now, we’re all about first-party data at Plinc, and it plays a huge role in personalisation, so it’s a logical place for us to start.
First-Party Data and Personalisation
First-party data is the information that a business collects directly from its customers, such as purchase history, demographic information, digital behaviours, preferences and more. Unlike second- and third-party data, first-party data is gathered and owned by the brand itself, generally making it the most valuable and reliable.
Data is the key to unlock the power of personalisation. With unified and accessible data at the ready for each individual customer, marketing teams can curate compelling and individualised experiences that keep customers coming back for more.
In our next blog entry, we’ll be highlighting a few personalisation use cases – watch this space.
Blog posts
Customer Data Foundations: Evolution, Challenges, and Solutions
A deep dive into customer data foundations.
7 Takeaways from the Fixing Customer Data Foundations Webinar
Steven Moriarty, Head of Customer Data and Insights at Crew Clothing, recently joined Plinc experts to discuss the power of fit-for-purpose data foundations…
A Response to Gartner’s Magic Quadrant for Customer Data Platforms
Gartner’s recent Magic Quadrant for Customer Data Platforms (CDPs) is causing some drama – here’s our take.
Proving Marketing’s Value with Incrementality
What is incrementality, and why is it such a crucial metric for demonstrating customer marketing success?
Webinar Recap: 2024 Customer Marketing Trend Predictions
On our recent webinar, we unveiled our top 6 customer marketing trend predictions for the year. Read on or watch the full webinar to make 2024 your best…
The Evolution Toward Customer-First
How close is your business to embracing a customer-first mentality?