Have you ever had an irrelevant ad follow you around the Internet for a week? Or did you try to buy something online but checkout was too much of a pain? Or you clicked a link only to land on information different from what you expected to see?
Customers today are used to brands disappointing them online. That's why the vast majority of marketing emails are ignored, along with the majority of carts being abandoned and mobile apps being uninstalled.
https://www.marketingprofs.com/articles/2018/33696/devise-better-customer-journeys-with-customer-data-as-your-gps/
Like an imminent hanging, the looming execution of the European Union’s General Data Protection Regulation (GDPR) has concentrated business leaders’ minds on their customer data. This has been a boon for Customer Data Platform vendors, who have been able to offer their systems as solutions to many GDPR requirements. But it raises some issues as well.
https://customerthink.com/will-gdpr-hurt-customer-data-platforms-and-the-marketers-who-use-them/
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