How data-driven personalisation allows marketers to meet customers’ ever-increasing expectations for relevance

Abstract

Consumer expectations for relevance are higher than ever. Research conducted by the author found that consumers want brands to offer personalisation, with 85 per cent of US adults saying that it is ‘somewhat’ to ‘extremely’ important for brands to share personalised recommendations with them. While marketers agree that it is important for brands to offer personalised marketing messages and offers to consumers, less than half of marketers say their organisations collect enough data. This paper explores three of the key roadblocks to building a robust data-driven marketing organisation and the methods by which organisations can address those challenges. The paper concludes with a look at the opportunities to build competitive advantage through more personalised and relevant marketing messages, in an environment where the majority of organisations have not yet acted upon these customer expectations.