Brands are facing hurdles when comes to personalization. The main one is that they lack the right data, according to Identity Marketing for Dummies, an ebook by SheerID.
Data is useless when it is:
Consumers want a personalized experience, not a generic email. But email is important both for marketing and identity verification because 80% of consumers are willing to share their email address, according to a shopper study by Kelton Global and SheerID.
In contrast, 57% will provide
their mobile number, while 27% will provide their credit card information and 61% will give their Social Security number.
A Forrester study shows that companies are investing in personalizing:
But these activities demand identity verification. Companies that fail are plagued by:
The answer is a verification solution that includes:
And many are seeking identity resolution by asking for the email address.
Whatever the channel, personalization is worth pursuing. The Kelton Global-SheerID study also shows that consumers
these emotions when given a personalized offer:
Summing up, SheerID recommends these ten best practices: