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.