While most marketers are collecting outside customer data for their campaigns, many are not seamlessly integrating their data, causing them to miss out on audience insights that would better inform their loyalty efforts, according to a new report from Loyalty360 and Acxiom. For example, while 68% of survey respondents (the majority of whom are involved in audience measurement) gather outside customer data, 53% do not append or integrate 3rd party data into customer relationship management efforts.
Additionally, 87% do not account for the cost of servicing customers when marketing to them, which leads to them not focusing on their most valuable customers. Roughly 9 in 10 are also ignoring influencer scores and not using net promoter scores for segmentation and measurement. Combined, the results suggest that while most respondents feel the need to engage customers based on their needs and expectations, they’re not leveraging the data in a way that maximizes the potential loyalty offered by customers. Read the rest at MarketingCharts.