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Should you bother with real-time data?

Posted On: 9 Sep 2020   |   Posted By: Raconteur

Should you bother with real-time data?

The advice that “trust takes years to build, seconds to break and forever to repair” is attributed to an anonymous sage, which is good news for the sage because the dearth of real-time data means they'll escape an endless stream of personalised ads.
But it's wisdom that brands would do well to heed. Now more than ever, given that consumer trust is so difficult to earn and easy to lose, and organisations are becoming increasingly reliant on customer data to manage sales.
The Edelman Trust Barometer Special Report , published in late-June, found that, after price, the most critical factor in a customer's purchasing decision is trust. “If trust is a key consideration for consumers, it must be a key consideration for brands,” says Henk Campher, vice president of corporate marketing at social media management platform Hootsuite.
However, consumer trust has been eroded in the last six months if engagement from brands has been lacking, or tone deaf, according to new Pegasystems research, which reveals the extent of...

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