Most B2C marketers (53%) say they have an excellent grasp of transactional data such as consumers' purchase history, and 42% say they have a good handle on basic demographic information such as gender and age, according to a recent report by Yesmail and Gleanster.
However, far fewer marketers say that they have an excellent understanding of relationship data, including customers' level of participation in social media (20%), channel preference (21%), and household composition (27%).
Moreover, just 21% use events such as birthdays or having a baby to trigger automated campaigns.
Below, additional key findings from the report, which was based on a survey of 100 senior marketers from mid-to-large B2C companies.
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