Data in this update is based on a survey of 6,000 marketing leaders worldwide. This report is based on a third-party, double-blind survey conducted from June 30 to August 8, 2022, that generated 6,000 responses from marketing managers, directors, VPs, and CMOs across 35 countries.
Customer data for customization and privacy… a fine line
Marketers know that transformative, customer-centric engagement relies on data — and lots of it. Brands continue to anticipate an increase in the number of data sources used each year, projecting on average of 18 data sources in 2023.
But according to the 2021 Gartner Cross-Functional Customer Data Survey, just 14% of organizations achieve a 360-degree view of their customer. Among those who have achieved it, 44% of respondents say their 360-degree view is located in a customer data platform.
Despite deadlines to phase out third-party cookies being postponed yet again, marketers are pivoting to zero- and first-party data. Still, 75% of marketers say they rely at least in part on third-party data. While not all third-party data is cookie-related, marketers will need to reconcile this strategy with looming changes in privacy regulations.
Diversify Data Sources with Salesforce & Conga
Average Number of Data Sources Used: 2021 = 10 / 2022 = 15 / 2023 = 18
Data Sources Used by Marketing Organization
Over the past few years, changes in data privacy policies and regulations have had a significant effect on digital analytics. From the European Union’s General Data Protection Regulation (GDPR) to Apple’s privacy policy update and everything in between, understanding how to maintain compliance while still serving up personalization has proved to be an ongoing challenge.
Although 75% of marketers are still investing in third-party data, 68% say they have managed to fully define their strategy to shift away from these sources. Strategies such as providing information-sharing incentives for customers can help bridge the gap by enriching customer data profiles.
While marketers understand that proper privacy and security measures are essential to building and maintaining customer trust, we may have reached a tipping point in terms of how far marketers are willing to go. Only 51% of marketers say they go beyond regulations and industry standards to protect customer privacy, down from 61% last year.
Salesforce & Preparing for Privacy Changes
56% Providing information sharing incentives for customers
54% Creating a first party data strategy
52% Creating second party data-sharing agreements
51% Investing in new technologies like a customer data platform
49% Reducing internal data silos
With data in one hand and innovation in the other, it’s no wonder marketers continue to embrace the use of AI to improve customer experiences and operate more efficiently. Indeed, three of the top four AI use cases are related to automation, highlighting the importance of scaling up speed and effectiveness with existing resources.
Sixty-eight percent of marketers say they have a fully defined AI strategy, up from 60% in 2021 and 57% in 2020. Marketing organizations are well aware of the benefits and continue to invest in AI applications that augment the customer journey — like resolving customer identities and driving next-best offers in real time.
While customers are more online now than ever before, 43% still say they prefer non-digital channels. This explains a prominent AI use case for marketers: bridging online and offline experiences.
