Survey: How Marketing Data Connects To Loyalty

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Acxiom LoyaltyMarketers wanting to build customer loyalty must connect their marketing efforts with data on consumer behaviors, as well as other departments. Yet integration is a challenge, according to Acxiom and Loyalty 360 in their "Loyalty Divide" survey.

Of those marketers surveyed by Acxiom and Loyalty 360, more than half said they are hindered by a lack of information or accessibility to data. While marketers are collecting data from their efforts, access to other data has kept them from expanding customer relationships.

In the survey, 68% of marketers said they collect outside customer data to inform their marketing campaigns, but 53% do not integrate third-party data into CRM efforts, 72% do not recognize and leverage referral value, and 89% do not use net promoter scores for segmentation and measurement.

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"Organizations have all these disconnected data points and because the data is disconnected, it yields disconnected experiences and poor performance," saidĀ Tim Suther, chief marketing and strategy officer for Acxiom. "This causes marketers to be over reliant on short-term discounting initiatives."

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