62% of marketers avoid behavioural marketing because of privacy concerns
Nearly two thirds (62 per cent) of marketers avoid behavioural marketing because of the privacy concerns of customers, according to a new study by Forrester commissioned by Silverpop.
Behavioural marketing is the practice of capturing data generated by visiting websites, or responding to social media comments, and using it to increase the effectiveness of campaigns.
The vast majority of respondents to the study understood the benefits, with 57 per cent forecasting more than 10 per cent improvement in customer satisfaction; 61 per cent forecasting more than 10% improvement in marketing-attributed revenue; and 58 per cent anticipating more than 10 per Read full story ›
Source: The Drum
