Category: Research & Panels

Data-Driven Personalization: Objectives

How Are Marketers Getting Their Data for Personalization Efforts?

While 4 in 10 of respondents to Ascend2’s survey say they most often use data-driven personalization on their website homepage, fewer respondents are using personalization beyond the homepage. Only 31% use data-driven personalization on campaign landing pages, while fewer use personalization on their product or pricing detail pages. Read More: www.marketingcharts.com

How Are Businesses Going About Retaining Their Customers?

While Brightback’s survey focuses on larger companies, a report by The Manifest found that only 6% of the more than 500 small business owners and managers surveyed say they are concentrating most on retaining their current customers. B2B respondents have a more split view of priorities, with a one-third share saying they look to educate customers to facilitate usage and mastery of their service, with a similar proportion saying that onboarding new customers effectively is their top customer retention priority for this year. Read More: www.marketingcharts.com

Customer Lifetime Value Is A Priority. So What Are Marketers Doing About It?

Do marketers think of the long game when it comes to their customers? Maybe not, as only one-third of survey respondents report that customer lifetime value is a measurable and reported KPI for their company, per a report from Econsultancy and RedEye. Despite the relatively low percentage of companies measuring and reporting CLV, the majority of respondents say that it is either a high priority or medium priority. Read More: www.marketingcharts.com

Telephone Survey Response Rates Have Plunged, But May Finally Be Stabilizing

Telephone survey response rates have plummeted over the past 20-odd years, but may have reached their floor, according to a Gallup study whose results are supported by other research. Cellphone response rates had also dropped during the same period, from 11.7% to 7%. Meanwhile, a study released last year by the Pew Research Center found that response rates for landline telephone polls had dropped dramatically from 36% in 1997 to 9% in 2012. Recently, separate Gallup research found that a large US university’s alumni survey – a web survey – achieved a response rate of 14%, aided by above-average response rates among those provided with a $5 incentive. Source: www.marketingcharts.com/industries/market-research-81996

A $5 Incentive Sure Seems to Go A Long Way in Boosting Online Survey Response Rates

The survey was fielded among the university’s alumni: 10,000 were assigned to a group that received no incentive; 1,000 were assigned to a group that was promised a $5 gift card after completing the survey; and another 1,000 were assigned to a group that received a $5 gift card in the survey invitation. Source: www.marketingcharts.com