New Global Research from Accenture Interactive Urges CMOs to Put People Before Data Collection to Deliver a Better Digital Advertising Experience
Summary
NEW YORK--(BUSINESS WIRE)--New global research released by Accenture Interactive offers guidance to chief marketing officers (CMOs) on strategies to use data respectfully and responsibly at a time when a majority of consumers (69%) would not do business with a brand if their data usage was invasive. “Today’s leading brands are using data not only to make relationships with customers more relevant and useful but more meaningful too — creating experiences with a purpose — and learning where to draw the line between invasive and inventive,” said Glen Hartman, head of Accenture Interactive, North America and global digital marketing lead. “The good news is there is a big opportunity for brands to take a thoughtful approach to data and create an impactful customer experience while doing so – building trust and an emotional connection customers crave.” The research finds that around 73% of consumers are willing to share more personal information if brands are transparent about how it is used, up from 66% in 2018. As the report recommends, “Brands should build the data architecture of enterprise systems in a way that reflects current regulations. With 492,000 people serving clients in more than 120 countries, Accenture drives innovation to improve the way the world works and lives.