Gartner Survey Finds 60% Of Marketing Leaders Believe Collecting Customer Data While Balancing Privacy And Customer Value Will Be More Challenging In 2023
Gartner, March 22nd, 2023
Despite 85% of marketers establishing formal policies to manage customer data, privacy remains an ongoing challenge
Sixty-percent of marketing leaders believe collecting first-party customer data with an appropriate balance of customer value exchange and privacy will become more challenging in 2023, according to a survey by Gartner, Inc.
A Gartner survey of nearly 400 marketing leaders conducted in November and December 2022 revealed that 85% of respondents have implemented a formal policy to manage customer data, yet privacy remains an ongoing challenge. Despite this, marketers are leaning into personalization more than ever, with 42% of respondents citing that they are executing one-to-one personalized messages to customers.