Mastering Personalization: MV President Zontee Hou on FUTUREPROOF. with Jeremy Goldman

Why is now the critical moment for marketers to strengthen their use of data? Earlier this month, Media Volery president Zontee Hou joined Jeremy Goldman on his podcast FUTUREPROOF. to discuss insights from her book, Data-Driven Personalization, and to explore how businesses can close the gap between customer expectations and current marketing practices.

Closing the gap between consumer expectations and data use
Zontee points out that while the internet has made marketing more trackable over the last 15 to 20 years, many organizations still fall short when it comes to collecting sufficient customer data, with 44% of marketers saying they are not yet collecting enough data. What we see is a disconnect between the realities in which we live and our capabilities as marketers.

This mismatch matters because consumers are raising the bar: Research shows that 88% of adults expect the interactions they have with brands to be customized based on the shared history they have with that brand.

Personalization creates competitive edge
Almost every marketer agrees on the value of personalization—nearly 100% say data-driven personalization would give them a competitive advantage. Yet most organizations are still behind in implementing it. Now is the time to use data more effectively, deliver on customer expectations, and create meaningful competitive differentiation.

Listen to the full episode of FUTUREPROOF. here.