Customer Behavior Signals Are Hard To Find, Marketers Say

Marketers are seeking better insights into consumer engagement to help increase customer lifetime value, but they face challenges in gathering meaningful signals, according to a report by customer-engagement platform Acoustic.

Three-quarters (75%) of marketing decision makers said collecting real-time experience data is critical to their business.  However, fewer than half (47%) are currently collecting this data.

Fewer than half (45%) of respondents are using customer behavioral signals for journey orchestration. They are mostly focused on the early stages of the customer journey, leaving a gap in creating data-driven experiences at each touchpoint with a brand.