Data and personalization go hand in hand.
You can’t have one without the other. You can’t personalize a lead’s experience if you don’t have accurate data, and if you DO have accurate data, you better use it to the best of your ability.
As a society, we collected more data between 2014 and 2016 alone than all earlier human civilizations – so, why can’t businesses use it properly? What’s the problem?
- 62% of businesses are working with data that’s up to 40% incorrect.
- Datasets from various sources (like email, website, and social) aren’t unified.
- Data becomes outdated by the time you try to use it.
- Businesses have too much data and aren’t sure how to use it.
In general, most businesses not only lack a cohesive strategy to collect, store, clean, and process their data, but they also lack the high-level insight required to use that data for meaningful personalization.
The trouble with data and personalisation today
B2C organizations put in work over the last half of this decade, developing new strategies for organizing and processing their data. Meanwhile, many B2Bs still haven’t figured out the basics.
In 2014, a large chunk of organizations across all sectors said they struggle to find accurate data and properly use it to create a unified profile on any given lead.
40% said they had trouble gaining insight from data promptly.
77% said they didn’t have enough data, or the data was inaccurate.
40% said they struggled to link different forms of technology.