Effective marketing personalisation heavily relies on accurate and integrated data, yet many brands face significant challenges in this area. Over 65% of consumers in the Sitecore study believe brands use out-of-date information, and research shows 42% of brands lack the capability to integrate collected data, while only 18% can collect data on an individual level. Furthermore, data analysis is a major hurdle, with only 31% having the in-house skills to effectively personalise campaigns using data, and 15% lacking even basic data storage capacity. These issues highlight why data quality, integration, and analysis are crucial for avoiding 'bad personalisation' and achieving maximum engagement.
