RETAIL DIVE: Which data sources should be driving personalization?
“Somewhat controversially, 37.7 percent of retailers indicated they are using third-party data for personalization, well above marketers in other sectors. The practice of using third-party data has drawn wide attention amid a sea of data breaches, with many calling for more transparency and regulations.
“The study also found that integrating third-party data was the second biggest obstacle to personalization. Monetate believes that was likely due to challenges adapting to GDPR, the EU’s data protection legislation that became effective in May 2018.”
Tom Ryan, Retail Wire