There’s no denying that consumers are demanding more tailored experiences when interacting with companies than ever before. Based on recent research, professionals are collecting data through analytics in an effort to respond appropriately.
The May 2014 study by Econsultancy in association with Lynchpin found that, thanks to the rise of data-driven marketing, analytics were a hot topic among digital business professionals worldwide, many of whom were using them to improve personalization efforts. In fact, personalization and targeting were the second most popular requirements for analytics related to understanding the customer, cited by 53% of respondents. Tracking behavior across devices and channels, which can aid in personalization further down the road, ranked first. Read the rest at eMarketer.