Why Now Is the Time to Improve Marketing Data Use for Personalization (Excerpt from Data-Driven Personalization)

What happens when brands don’t leverage data—especially when customer expectations are sky-high? Earlier this month, former Media Volery client MarketingProfs (with whom MV president Zontee Hou still hosts workshops and speaking sessions) published an excerpt from her debut book, Data-Driven Personalization, highlighting why personalization matters now more than ever.

The excerpt draws on survey insights to show the urgency: Only about 25% of marketers strongly agree that their company can effectively turn customer data into meaningful insights—and over half say they’re not even collecting enough data. At the same time, 67% of content teams have been asked to do more with the same resources, making data-driven efficiencies more essential than ever.

How marketers can turn data into customer loyalty and ROI
Zontee lays out what’s at stake—and what can stand to be gained. Personalization isn’t a buzzword, but a strategic lever: It enables better customer experience, deeper insights, higher retention, improved ROI, and more relevant messaging. She stresses that marketers need a seat at the table: They must guide how data is collected, analyzed, and acted upon—or risk missing the business value within their data.

Read the full excerpt on MarketingProfs: Why Now Is the Time to Improve How Marketers Use Data for Personalization

For more about Zontee’s book and resources for marketers, visit datadrivenpersonalization.com