The Role Of AI In Closing The Personalization Gap In Retail Marketing

With consumer expectations constantly being re-shaped by new developments in the market, brand marketers today face the formidable challenge of trying to hit a moving target. How well they are accomplishing that is the subject of a new report, "The Great Divide: Connecting brands to the real needs of today's consumer," based on research from Alliance Data's Analytics & Insights Institute. Using a combination of quantitative and qualitative research across more than 2,000 consumers and 40 brands, the research identified 31 consumer needs, measured how brands and consumers prioritize those needs, and asked consumers to rate how well those needs are being met. One of the issues the research identified is the difficulty brand marketers face in prioritizing consumer needs. Marketers gave the 31 needs studied an average importance score of 92 percent--everything is equally important.