In recent months, we conducted two distinct customer experience audits as part of an ongoing series to understand how well brands are capturing and using customer data to deliver personalized marketing experiences. The first Customer Experience Audit focused on women’s retail; the second looked at lifestyle footwear.

Footwear retail industry sellers are doing a so-so job at best in providing a good customer experience. And it starts with how they use email, judging by Customer-Centricity Audit for Lifestyle Footwear, a study by Customer Portfolios.

Nike and Converse top the list for best personalized digital marketing among footwear brands, although all brands have room for improvement, according to a new Customer Portfolios report.

Consumer data privacy is a big concern among marketers. Marketers know the paradox that they can lose customers they don’t know enough about, and lose customers if they know too much about them, especially without their permission. Finding and keeping that balance is becoming increasingly precarious as consumer data privacy…

As longtime practitioners in this field, we recognize the essence of a successful Customer Data Platform: “Software that provides a single view of the customer, with a unified identity system that is used to generate actionable insight and enables marketers to take coordinated action across all touchpoints and channels.”