Almost half of consumers prefer targeted brand offerings over coupons and discounts, according to Bazaarvoice, a network that connects brands and retailers. Bazaarvoice, in conjunction with the CMO (Chief Marketing Officer) Council, conducted a study of over 160 marketers and 2,100 consumers to understand perceptions of marketing by both audiences.
Generally, the report suggests that "consumers are actually okay with companies using their personal data for marketing in exchange for more personalized experiences with the brand." Marketers want to use that data to meet the consumers' needs -- according to the study, 90 percent of marketers "consider access to real-time customer voice and shopping behavior as critical or important to creating personalized advertising experiences."
So what's the problem? Only 8 percent of marketers said they could "connect the dots" between their data and future shopping behavior. In fact, 83 percent of marketers said they can't look beyond their own websites, and 41 percent questioned the accuracy of their customer profiles.
Obviously, marketers need to do a lot of work to meet consumers' desires for more personalized brand experiences. You can obtain a copy of the report here: https://cmocouncil.org/authority-leadership/reports/315