Source: Accenture Interactive, Personalization Pulse Survey, 2021.
As marketers, we are all aware that consumer expectations have shifted drastically over the past year. Consumers have re-evaluated their priorities, and transferred this new mindset to where, what and how they buy. The ability to trust a brand with personal information and being treated as a human rather than a customer are two important factors encouraging the consumer buying experience. But, what is the role of data in this experience?
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