There is tremendous power in harnessing primary data, as this data is unique to your business, data that you direct, collect and own.
Unfortunately, despite significant benefits, most organizations are not yet harnessing the power of first-party data at all, and certainly not to its full potential.
Your overarching business strategy must drive your approach, be rooted in the customer experience, and need to distinguish between necessary and discretionary data. This will all create rich data points for your organization and increase engagement with your organization’s products and services. Customers also have better feelings about giving up their information when they believe that the business is handling this data responsibly.
One misstep in your personalization – using last name instead of first name as an example – can undermine your credibility.
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