Marketers are growing more dependent on data that is the lifeblood of omnichannel strategies, including personalization, as Merkle’s survey indicates. However, only one quarter of respondents have implemented a real-time personalization strategy that’s more responsive, with the remainder mostly focused on predefined personalization or a mix of the two.
Collecting first-party data is becoming more imperative for marketers, especially as tech companies like Google and Apple implement technologies to give consumers greater control of their personal privacy. Merkle found that marketers have several methods of capturing more information about customers to help personalize their advertising.
