Research from The Drum and Pure360 finds marketers overconfident when it comes to consumer trust

Over 90 per cent of surveyed marketers feel that consumers trust them with their data. However, this is in stark contrast to the existing body of consumer research, which paints a far more pessimistic picture.

The full report examines:

1. Measures of success
2. Preferred data collection methods
3. The drivers for collecting data and the key challenges faced by brands
4. Personalisation practice and marketer concerns around data usage

The results suggest that marketers are prioritising personalisation, which was listed as the most common reason for collecting customer data, followed by audience segmentation and product development.

Linked to personalisation, marketers were also most comfortable with using customer data to increase the relevance of their communications. Over 60 per cent thought their email communications were highly relevant, but as with brand trust, consumer surveys suggest that most remain dissatisfied with email practice.

In an increasingly legislated context, passing over data generally to third parties made 61 per cent of our marketers uncomfortable. However, only around a third were uncomfortable with providing data if this third party was specified as a government body.

Positively, our research suggests that marketers are taking data capture concerns seriously. Compliance and data privacy was indicated as their main challenge, followed by challenges linked to attribution and more detailed knowledge around the customer journey.

Download our Big Data report here to view the full research report, with full results and additional insights into how brands are rising to the challenge of satisfying a new generation of pragmatic, data savvy consumers.