Businesses are struggling to reach 'transformational' levels of analytics while consumers are increasingly demanding a more personalized experience that matches their personal needs at every step of the way, according to a survey conducted by Lightspeed for marketing service provider 89 Degrees. This article is copyright 2019 The Best Customer Guide.

The report, entitled 'Consumer Perceptions of the Digital Experience', surveyed over 900 consumers and sampled from millennials, Gen X and boomers in the US and Canada, examining how US and Canadian marketers can better anticipate and respond to consumers' digital marketing practices and preferences. Questions addressed recent considered, online-researched purchases across a wide range of industries, looking at personalization, integration, real-time and other key topics.

"Consumers and marketers are circling each other in the digital arena, trying to establish terms of engagement while the rules change as fast as the capabilities," said Phil Hussey, 89 Degrees CEO who recently presented the report at Data Marketing Toronto. "Businesses are struggling to reach 'transformational' levels of analytics while consumers demand a personalized experience matched to their needs every step of the way. Our findings point to engagement opportunity at many of those steps."

Among the highlights from the report:

  1. Online Research
    Many sectors are missing out on online assisted purchases. Top sectors are retail and travel, less than 50% for most other categories.
  2. Online Research Payoff
    Boomers' spending power rewards those who draw them online. Millennials and Gen X researching online more - 80%+ for retail; 65%+ millennial & Gen X for travel; 50% for others with boomers lagging.
  3. Channel Integration
    Sense of disconnect can impede online engagement. Too few consumers reliably experience integration across touchpoints.
  4. Personalization
    The opportunity to differentiate with "always on" personalization. Consumers are split on experiencing personalized treatment.
  5. Real Time Experience
    Applying best practices for rapid gains. Canada can seize an opportunity to reach US real-time levels.
  6. Personalized and Connected Experiences
    By Sector. Personalization is a greater challenge than integration for utilities & financial services. Entertainment and telecom lead; retailers and travel overcome integration gap with personalization.
  7. User Experience Satisfaction
    Opportunity remains to delight consumers. Satisfaction ratings mirror patterns for connected & personalized experience.
  8. Personalized and Connected Experiences
    By Age Group. Millennials, some Gen X perceive a more personalized/connected experience.

"The survey confirmed some of our beliefs, but it held some surprises, too," added Hussey. "What's no surprise is that marketers need to do more than just react - empowered consumers are moving way too quickly and the need for personalization is just too great. We need to be there when they arrive, ready with the right offer and advice."

The full report has been made available for free download from 89 Degrees' web site, here: (contact details required).