While most marketers are collecting outside customer data for their campaigns, many are not seamlessly integrating their data, causing them to miss out on audience insights that would better inform their loyalty efforts,according to [download page] a new report from Loyalty360 and Acxiom. For example, while 68% of survey respondents (the majority of whom are involved in audience measurement) gather outside customer data, 53% do not append or integrate 3rd party data into customer relationship management efforts.
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