Treasure Data: Brands struggling with tailored customer comms

26% of the content UK consumers currently receive from brands is relevant, and just 35% say that said content makes them click through, according to research from Treasure Data.

The company surveyed 2,000 Brits.

21% believe they have given away more of their personal data to brands since the start of the Covid pandemic.

Of those surveyed, young people aged 18-34 were most likely to believe they’ve divulged more personal information since the outbreak (28%), contrasting with 17% of over 55s.

44% of UK consumers, meanwhile, expected more from brands after having shared their personal data, than they currently receive.

79% hear from brands at least once a day, with the average Brit hearing from brands 12 times per day. Younger people receive the most communication from companies, averaging 16 times per day for those aged between 18-34.

Four in ten young people believe they have seen benefits from sharing their data with brands as they have received tailored services. However, as little as 17% of over 55s believe this to be the case for them.

Just 48% said supermarkets and groceries use their personal data well, falling to 41% for retail, only 34% for banking and finance and 31% for healthcare, and 23% for the automotive sector.

45% of consumers stated that they would unsubscribe from a brand communication within a week if it was not relevant. 20% would unsubscribe in less than 24 hours.

At the same time, however, 35% would be more willing to share their personal data if it meant personalised and tailored content. It’s also the case that young people felt most strongly about this; 46% of 18-34 year olds agreed with this statement, in contrast to just 25% of over 55s.

Andrew Stephenson, Director of Marketing, EMEA at Treasure Data, comments: “In the era of Big Data collection, it’s disappointing that consumers still feel they aren’t receiving the right value from brands for sharing their personal data.”

“As we enter the golden eight weeks for retail, the opportunity to win consumer loyalty, and boost sales opportunities through improved, personalised communications is huge.”

“But as our research reveals, the risk of getting personalisation wrong is even greater, as customers make clear they are not afraid to unsubscribe and withdraw their personal data.

“To succeed, brands must work harder to collect and interpret their customer data more effectively. Marketers that implement robust data management strategies will ultimately help businesses make better decisions.”

“Delivering relevant and timely communications which demonstrate a 360 view of the customer is the secret weapon when it comes to consumer satisfaction, and brands can’t afford to risk falling short.”