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Majority of marketers in Singapore struggle to unify customer data

Nurdianah Md Nur
Nurdianah Md Nur • 2 min read
Majority of marketers in Singapore struggle to unify customer data
Less than half (42%) have access to real-time data to execute a campaign, according to a Salesforce study. Photo: Unsplash
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According to Salesforce, 78% of marketers in Singapore have experimented with or fully implemented artificial intelligence (AI) into their workflows. The top three AI use cases among marketers include generating content, automating customer interactions, and improving customer segmentation or lookalike audience modelling.

However, only 21% are fully satisfied with their ability to unify customer data sources, indicating that many still lack a solid data foundation. Less than half (42%) have access to real-time data to execute a campaign, the lowest globally.

The Salesforce study also found that marketers in Singapore are most concerned about improving marketing ROI in a highly competitive landscape. Yet, they struggle to measure results and engage with customers in real time.

Companies are increasingly turning to strategies like account-based marketing (ABM) and loyalty programmes for better customer acquisition and retention. B2B marketers use ABM for customer acquisition to upsell (50%) and cross-sell (53%). However, many of these programmes’ information sources remain disjointed, as does the customer experience. Only 35% say their loyalty programme functionalities are accessible across all touchpoints.

“As marketers, we are used to the pressure of needing to do more with less whilst meeting the increasing expectations of consumers, especially around personalisation. And so it's no wonder that we are leading the way in integrating AI. AI makes personalisation at scale a reality, while also driving greater opportunity for brand consistency and storytelling at every touchpoint; and fuelling efficiency for our teams,” says Wendy Walker, vice president of marketing for Asean at Salesforce.

She continues: “However, as we embrace this technology, what becomes critical is the need for the data we work with to be unified across systems, to give us a comprehensive view of customer engagements. Technology should empower creativity, allowing marketers to deliver meaningful and relevant content to their audiences; this is only possible with trusted data."

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