Only 28% of UK ecommerce businesses have a strategy to tackle the cookie exit

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 04, 2022, 8:37 AM GMT+0

According to research from Mapp, ecommerce businesses struggle to identify their users and fall short of providing personalised experiences.

Less than one-third of the brands surveyed are able to identify more than 21% of their website visitors, while 34% of them are able to identify less than 10% of their visitors. Additionally, only 28% of UK ecommerce businesses have a strategy to address the third-party cookie exit.

About 29% of UK ecommerce businesses want to implement personalised experiences this year. 72% of businesses use dynamic content on their websites, up from 27% in 2020. Similarly, 69% of brands are also planning to use other forms of dynamic content, such as personalised banners and images.

68% of businesses want to incorporate advanced analytics and insights into their platform. Over 55% of businesses feel the lack of resources is the primary barrier to enhancing data analytics capabilities. Many businesses even cite talent shortage as an issue in delivering better CX.

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