By Chloe Rigby

Nearly nine out of 10 (86%) UK and US marketers believe that for maximum success they need to collect as much information as possible on their customers – despite the fast-approaching General Data Protection Regulation (GDPR), which encourages marketers to prioritise customer privacy over mass data collection, a new report suggests.

Despite striving to collect as much data as possible, marketers still aren’t using their existing data to full effect, with 57% of UK and US marketers saying that they are unable to form an accurate 360º view of their customers, according to The Data Deadlock report from marketing automation brand BlueVenn.

The research reflects findings from 2,000 UK and US consumers, and 600 business-to-consumer marketers.

Anthony Botibol, marketing director at BlueVenn, said: “For today’s businesses, customer data…