Nearly 9 out of 10 (86 per cent) UK and US marketers believe that for maximum success they need to collect as much information as possible on their customers.
This is despite the fast approaching General Data Protection Regulation (GDPR), which encourages marketers to prioritise customer privacy over mass data collection.
These findings come from the new Data Deadlock report from marketing automation brand BlueVenn. The research incorporates data from over 2000 UK and US consumers, as well as 600 B2C marketers.
Despite striving to collect as much data as possible, marketers still aren’t using their existing data to full effect, with 57 per cent of UK and US marketers saying that they are unable to form an accurate 360º view of their customers.
Commenting on these findings, Anthony Botibol, Marketing Director at BlueVenn said “For today’s businesses, customer data represents a vital asset in terms of both marketing outreach and improving experiences. With GDPR just around the corner, marketers that fail to respect their customers’ privacy will be in for a nasty shock, with many brands set to fall foul of significant fines, legal battles and serious reputational damage.