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Retailers Fall Flat On Data Use Linking Search, Reviews, Email Campaigns

  • Bronto, Tuesday, April 9, 2013 11:07 AM

Somehow retailers cannot seem to connect data from search and review sites with email campaigns. Some 47% of retailers surveyed fail to collect product-level site browsing data associated with a specific email subscriber, although most consumers do their homework before buying by first visiting retailer, manufacturer and product review sites to compare products and prices, according to survey data from Bronto. The survey also found that 22% of retailers do not exchange data between their email service provider and e-commerce platform, limiting the potential for driving more revenue with in-purchase and post-purchase email campaigns. Read the article here.

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