Merkle, dentsu\u2019s leading technology-enabled, data-driven customer experience management (CXM) company, has released its\u00a0Q1 2022 Customer Engagement Report (CER). The report, which has historically reported on the marketing leader\u2019s point of view, this time turns its focus to consumers, revealing their sentiments around online privacy and data collection and exploring their attitudes about regulations and updates from the big tech platforms.<\/p>\n
In this issue of the CER, Merkle surveyed 2,000 consumers to study the amount and extent of data consumers are willing to share, how they feel about emerging data privacy policies, and how well their attitudes align with their own expectations for more connected and contextual experiences.<\/p>\n
The survey was conducted at the end of 2021 with a pool of respondents ages 18 and older in the United States and explores the preferences, expectations, and perceptions consumers have for brand interactions and personalized experiences, as well as the data that is behind them.<\/p>\n
\u201cOur study shows that consumers are increasingly aware of what personal data they are sharing with brands and have a heightened sense of the value exchange that they receive,\u201d said Michael Komasinski, global CEO at Merkle. \u201cBrands need to continue to up their game on the customer experiences that they create and be strategic with how data drives value for consumers in both to known and unknown interactions along a customer journey.\u201d<\/p>\n
Exploring what consumers really think about data and privacy<\/strong><\/p>\n The\u00a0CER\u00a0indicates that consumers have a sophisticated understanding of data privacy and collection. And, despite negative media perceptions around both, they are open to establishing value exchanges that grant brands access to the data necessary to deliver the tailored customer experiences expected today.<\/p>\n The key to unlocking personalization at scale<\/strong><\/p>\n With only slightly more than half of consumers willing to simply accept cookies as a matter of course, brands looking to the future must prioritize the development of strategies, practices, and technologies that enable them to establish an opted-in relationship with each customer. When done correctly, with the value exchange clearly articulated to consumers, brands can engage in a mutually beneficial data exchange.<\/p>\n Once brands establish a value exchange with consumers, they can begin to build and enrich the robust infrastructure of profile data necessary to deliver \u2013 in a compliant, privacy-safe manner \u2013 experiences personalized to the unique context and preferences of the customer.<\/p>\n Taken from: https:\/\/www.merkleinc.com\/news-and-events\/press-releases\/2022\/consumer-sentiment-around-online-privacy-and-data-collection<\/p>\n","protected":false},"excerpt":{"rendered":" Merkle, dentsu\u2019s leading technology-enabled, data-driven customer experience management (CXM) company, has released its\u00a0Q1 2022 Customer Engagement Report (CER). The report, which has historically reported on the marketing leader\u2019s point of view, this time turns its focus to consumers, revealing their sentiments around online privacy and data collection and exploring their attitudes about regulations and updates<\/p>\n","protected":false},"author":1,"featured_media":18780,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-18779","post","type-post","status-publish","format-standard","has-post-thumbnail","category-sin-categoria"],"yoast_head":"\n\n
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