The Results Are in: 3 Key Takeaways from Forrester’s First-Party Behavioral Data Study

  • Jessica Mok

    Director of Marketing Strategy

While there are several challenges marketers face today, perhaps the most prominent is navigating the privacy landscape while creating strategies for personalized customer engagement. As new laws take effect, third-party cookies deprecate, and consumer demands for personalized experiences show no sign of stopping, marketers must create privacy-first customer data strategies that encourage engagement. The key? Leveraging first-party customer behavioral data throughout the customer journey.

But don’t take our word for it.

To better understand how marketers collect customer behavioral signals and apply the data to their brands’ customer engagement and retention strategies, Acoustic commissioned Forrester Consulting to survey over 1,200 marketing decision-makers around the world. The study reveals that despite understanding its importance, most marketers aren’t harnessing the full potential of behavioral data across the customer journey, creating gaps in their personalization efforts.

The commissioned study offers new opportunities for personalization and engagement along with actionable recommendations your team can apply today. Here are a few highlights:
 

1. Real-Time Data Is Critical but Overlooked


75% of respondents acknowledge the importance of real-time behavioral data, but less than half currently collect this data. This discrepancy underscores the challenge of translating knowledge into action and presents opportunities for brands to differentiate themselves with real-time customer data.
 

2. There’s Limited Use of Customer Behavioral Data Today


Findings reveal a critical gap in utilizing the full spectrum of behavioral data: only 45% of respondents do any kind of journey orchestration using customer behavioral signals. Marketers often apply this data only at the initial customer journey stages, missing opportunities for deeper engagement throughout the marketing funnel.
 

3. Marketers Lack the Necessary Tools to Leverage Behavioral Data for Personalization


The top challenges facing marketers today include marketing automation (73%), audience management and segmentation (69%), personalizing customer outreach (67%), and analyzing customer data and signals (66%). This indicates that marketers lack the necessary tools to create personalized customer experiences based on consumers’ behaviors – a gap that Acoustic Connect was designed to fill.

These insights are just the beginning. By downloading the full study, Strengthen Customer Retention And Engagement With Behavioral Data, you can dive into the nuances of applying behavioral data effectively.

We’re also hosting a webinar on April 9 with special guest Joe Stanhope, Forrester VP and Principal Analyst, where Joe will share exclusive insights and practical recommendations on how to effectively apply behavioral data throughout the customer journey. Register here to learn more.

Embrace this exciting opportunity to enhance customer engagement by unlocking the transformative potential of behavioral data. Your customer relationships – and your bottom line – will benefit.

Written by
  • Jessica Mok
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    Director of Marketing Strategy

    Jessica Mok is the Director of Marketing Strategy at Acoustic, focused on crafting strategies to amplify brand presence and generate leads. Specialized in research and product marketing, she has a passion for driving growth and community in B2B SaaS industries. Prior to Acoustic, Jessica was a marketing specialist at Samsung SDS overseeing the company’s digital marketing efforts and at Cisco was a part of the industry marketing team focused on retail, financial services, and healthcare.

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