You’ve just been chatting with friends about Nike’s new collection, and suddenly Instagram shows you the matching ad. Coincidence? Not really. While many consumers remain skeptical about how marketing data is collected and used, studies show that personalization significantly increases purchase intent. Marketing data sits at the crossroads between powerful growth opportunities and the responsibility to handle it with care.
Changing Consumer Behavior with Marketing Data
In recent years, consumer expectations in digital marketing have shifted dramatically. Personalization is no longer a “nice-to-have” but a decisive factor in whether messages get noticed at all. According to Attentive’s 2025 Consumer Trends Report, 81% of consumers ignore messages they consider irrelevant. One in four even said they are less likely to make a purchase when receiving such messages. At the same time, the study shows that consumers reward relevant content: 96% reported they are more likely to buy in at least one personalization scenario.
The study was based on the responses of 3,300 consumers in the U.S., U.K., and Australia — all over 18, smartphone users, frequent online shoppers, and recipients of both brand emails and texts. In other words, it reflects a broad cross-section of today’s e-commerce landscape.
What makes the findings particularly interesting is the tension they reveal: consumers react positively to personalization, even though they are increasingly sensitive about privacy. Nearly two-thirds reported taking active steps to protect their personal data. Yet 71% still want brands to learn from their shopping habits and deliver a more tailored experience. The key, however, is transparency: consumers are willing to share data only if they see clear value and understand exactly how their data is being used.
Trust and Data Privacy
The Global Research Report Consumer Preferences for Privacy and Personalization 2025 by Qualtrics XM Institute highlights the same paradox: people want personalization, but they don’t fully trust companies with their data. Globally, 64% of consumers prefer to buy from brands that tailor their offerings to individual needs. At the same time, 53% express serious concerns about the privacy of their personal information, and only about one-third trust companies to handle that information responsibly.
A closer look reveals which types of marketing data consumers are most comfortable sharing. Purchase history (45%) and website visits (42%) top the list, while financial information (12%) and social media posts (17%) are far less acceptable. For companies, this creates a dual challenge: providing relevant personalization while ensuring transparency and accountability in how customer data is managed.
The Business Relevance of Marketing Data
For businesses, the takeaway is clear: personalization is not optional — it’s a critical driver of revenue growth and customer loyalty. Brands that deliver relevant experiences boost purchase intent and strengthen trust, both of which directly impact ROI. Research consistently shows that companies using marketing data responsibly and applying smart automation don’t just operate more efficiently — they also achieve higher levels of customer loyalty in the long run.
This is why it’s no longer enough to rely solely on tools. Businesses need professionals who know how to collect, interpret, and translate marketing data into meaningful customer experiences. Turning data into action requires expertise — and it’s this expertise that creates sustainable growth.
Our Data Marketing & AI training course quips professionals with exactly these skills. Participants learn how to optimize marketing strategies with data, improve customer experiences, and drive growth and customer acquisition with AI and automation. In short, companies gain a lasting competitive edge by building the expertise that tomorrow’s data-driven marketing demands.
