In a marketing landscape where two thirds of consumers expect personalized interactions with companies, the value of data is unparalleled. The good news — customers, expecting personalized experiences, willingly share their data. According to a 2022 Merkle study of 2,000 people, 86 percent of consumers are likely to exchange their data for personalized offers based on their interest, browsing and purchase history. What's more, 90 percent expressed a willingness to share more data about themselves if they have a positive experience with a brand.