Companies struggle to access information quickly for marketing personalization

Published: July 16, 2014 by Scott Anderson

Experian Data Quality, a part of Experian Marketing Services and a leading provider of data quality software and services, today published a new report on the prevalence of personalization and analytics required to support new marketing efforts. The study found that while almost half of companies personalize messages across more than one channel, organizations struggle to gain insight quickly and maintain an accurate data source.

“While the majority of companies are investing in analytics and looking to improve the customer experience through personalization, many lack the data backbone necessary to support this effort,” said Thomas Schutz, senior vice president, general manager of Experian Data Quality. “Companies are able to obtain compelling types of information at impressive volumes, but most struggle with basic data quality that allows them to ensure accurate and accessible information.”

Experian Data Quality also found that:
• Of those that leverage personalization, 84 percent do so to improve customer engagement
• Ninety-four percent of companies have challenges related to personalization
• More than two-thirds of companies are investing budget into analytics and have an analytics team
• Ninety-four percent of companies are linking customer information across channels, but 83 percent are having a difficult time accomplishing this

“Without a foundation in data quality, organizations simply will be unable to fully achieve personalization goals,” added Schutz. “Organizations need to continue to invest in analytics, but they also should leverage resources to consolidate information and ensure its accuracy.”

To obtain a copy of Maximizing personalization from Experian Data Quality, please visit http://www.qas.com/whitepapers/maximizing-personalization/contact-form.htm.

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