Consumers Still Willing to Trade Data for Better CX: Merkle Study

The Customer Engagement Report, shared survey results from over 2,000 consumers, instead of marketers, to unpack the amount and extent of data consumers are willing to share. They also look at how well their attitudes align (or don’t) with the kind of connected, personalized experiences they’ve come to demand from the brands they frequent and favor.

In their exploration of government and big tech restrictions, they define how smart value exchanges, enabled by responsible data sharing, can power more engaging and enduring relationships between brands and their customers.

Among their findings:

• 70% of respondents expect to receive something in exchange for giving a brand data
• Our survey found that 86% are likely to enjoy personalized offers based on their interests and browsing or purchase history
• 84% think that big tech benefit from data policies they put into place and promote.
• 45% of survey respondents indicated that big tech is trying to get ahead of government regulations, and 36% indicated its motive is to make more money