Retail and marketing organizations are collecting massive amounts of data on customers, but they’re not always getting all the use out of this information that they could. As new privacy regulations promise to constrain the use and sharing of private data, it’s becoming increasingly important to use the data wisely.
In fact, according to a recent Adobe survey of nearly 13,000 marketing and advertising professionals, the biggest opportunities B2C companies saw for 2019 was the use of personalized, data-driven marketing. In addition, 55% of organizations said the biggest shift they’re seeing is the better use of data for more effective audience segmentation and targeting. In second place, at 42% in the Adobe survey, was improving customer intelligence and insights for a holistic customer view.