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The Hidden Costs of Data Friction: Revealing the Obstacles to Personalization for Data-Driven Marketers
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"The Hidden Costs of Data Friction: Revealing the Obstacles to Personalization for Data-Driven Marketers"
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It's been apparent for years now that enterprise organizations expend a significant amount of money and resources toward moving customer data back and forth to their email service provider’s cloud in order to personalize messages at scale. But it's always been difficult to quantify in any meaningful way.

The Relevancy Group sought to do just that with a recent survey, detailed in their new report: "The Hidden Costs of Data Friction." In the survey, enterprise marketers across industries reported their brands spend an average of $3 million each year on the operational task of syncing their data.

The survey examined marketers' experience on a range of related topics, providing you with relevant, on-the-ground experience that can help you better understand in a tangible way how much getting your data in order could benefit your organization. You’ll learn:

  • How often marketers sync data with their ESP in order to keep the content of their messages as fresh and relevant as possible
  • The type of data marketers exchange with their ESPs so they can tailor their messages as well as possible to their audience
  • The shocking frequency with which these data feeds malfunction, leaving marketing teams with their hands tied, and doing immeasurable damage to the customer experience
  • The tangible dollar figure that marketers see all this extra work costing their companies

If you want to get a deep understanding of the costs of not having your data house in order, and having an email service provider that doesn’t connect to your database, this research will help you make better decisions about your martech stack in 2020.


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