About three-quarters of consumers surveyed worldwide report being somewhat or very comfortable with companies using data about them to provide personalized experiences, per a new study from SAP hybris and Forrester Consulting. However, the report finds considerable differences between what marketers are collecting and what consumers are willing to share. For example, more than 8 in 10 marketers surveyed indicate that they collect customers’ phone numbers (84%) and email addresses (84%), but just 28% of consumers are willing to share their phone numbers to get personalized offers and content.
In fact, of the top 15 customer data types collected by marketers (each collected by more than 6 in 10 marketers), just 4 are types that a majority of consumers feel comfortable sharing. Read the rest at MarketingCharts.