The Drum research finds budget and technology constraints are the biggest hurdles to personalisation
Almost 70 per cent of marketers believe personalisation is very important to the customer experience but only 40 per cent are unifying data across channels to fuel personalisation, according to research carried out by The Drum.
While 80 per cent believe personalisation has a significant positive impact on brand perception and customer engagement, 50 per cent feel constrained by budget and technology in delivering this.
The findings come from The Drum’s second Market Insight Report, The Pressures of Personalisation.
The Drum partnered with customer data platform and solutions firm Tealium to discover how marketers are reacting to the rising pressure to personalise content Read full story ›
Source: The Drum
