The survey found that privacy was a top priority among the High Performers interviewed.
Posted: Mon Jan 06, 2025 6:59 am
Striking a balance between information use and privacy protection , between personalization and trust can be a challenge: brands find themselves having to manage an extremely delicate situation, in which even rather strict regulations such as the European General Data Protection Regulation (GDPR) reflect and amplify the public's greater caution with respect to data collection and use.
Microsoft was among the first to study the way in which companies try to combine the need to offer tailored experiences with the obligation (ethical, before legislative) to protect their customers' data.
In its 2019 study entitled Create smarter customer journeys, Microsoft iran whatsapp resource interviewed a large sample of “High Performers,” marketers who, thanks to an excellent understanding of their customers’ decision-making journey, had achieved significant improvements in performance (up to a 45% increase in ROI). The attempt was to recognize (and understand the meaning of) those patterns and deviations that, due to the increasing attention to data, seemed to occur recurrently during the customer journey , and to use this understanding to refine marketing strategies.
55% of them said they were very concerned about how consumers would react to companies' handling of first-party data.
50% had abandoned the use of cookies.
48% had revised their customer monitoring system.
Even though they had more customer data than their competitors, these High Performers were more transparent about their use of it and had safeguards in place to protect it. Their performance levels had not suffered from the tighter limits they had placed on data exploitation; on the contrary, their priority on respecting their customers’ privacy had translated into better results.
Microsoft was among the first to study the way in which companies try to combine the need to offer tailored experiences with the obligation (ethical, before legislative) to protect their customers' data.
In its 2019 study entitled Create smarter customer journeys, Microsoft iran whatsapp resource interviewed a large sample of “High Performers,” marketers who, thanks to an excellent understanding of their customers’ decision-making journey, had achieved significant improvements in performance (up to a 45% increase in ROI). The attempt was to recognize (and understand the meaning of) those patterns and deviations that, due to the increasing attention to data, seemed to occur recurrently during the customer journey , and to use this understanding to refine marketing strategies.
55% of them said they were very concerned about how consumers would react to companies' handling of first-party data.
50% had abandoned the use of cookies.
48% had revised their customer monitoring system.
Even though they had more customer data than their competitors, these High Performers were more transparent about their use of it and had safeguards in place to protect it. Their performance levels had not suffered from the tighter limits they had placed on data exploitation; on the contrary, their priority on respecting their customers’ privacy had translated into better results.