It could also positively impact revenue.
As per SheerID and Forrester Consulting’s study, 90% marketers reported that their firms will be capturing zero-party data within the next 12 months. While 82% respondents say they have access to zero-party data, 42% admitted to not knowing how to use this data effectively.
Further, 85% of participants recognise how important zero-party data is to deliver effective personalised experiences. While delivering personalised experiences is important, 70% of those polled believe that tracking customer journeys across channels and touchpoints is challenging.
When acquiring and using zero-party data, 36% of respondents report data inaccuracy as a challenge. 76% of participants believe zero-party data usage could lead to a transformational benefit. 69% believe it could increase revenue in a transformational manner.
[5 minute read]