Zero-party data could provide transformational benefits, if used correctly

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 20, 2022, 11:30 AM GMT+0

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.

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