Tagged: personalization

Personalization isn’t simple or easy.

MARKETERS GAIN BENEFITS FROM PERSONALIZATION, BUT RATE PERFORMANCE POORLY: In last year’s study, around one-quarter of marketers claimed to be using machine learning or algorithmic personalization. These marketers are more likely than others to report higher performance – while 58% of all respondents say that personalization has lifted performance by 10% or more, the figure among marketers using machine-learning personalization is 77%. This success may be a reason why senior leadership is keen to put advanced technology high on their list when it comes to improving performance. Read More: www.marketingcharts.com

Email’s Still the Most Common Channel for Personalization, but Efforts Remain Fairly Basic

The results align with last year’s study – in which email and websites were again the only channels with widespread use of personalization – and with separate research from Econsultancy and RedEye, which also find personalization efforts mainly used for email, with a slight majority also personalizing websites. Source: https://www.marketingcharts.com/customer-centric/personalization-customer-centric-83262

What Does Personalization Mean to Consumers?

So it’s instructive to see how consumers interpret personalization, courtesy of a new study from Epsilon. In tandem, these results indicate that consumers view personalization more in terms of support and service than along the lines of tailored advertising, and prefer their personalization in the context of support, too. Separately, Epsilon’s research suggests that consumers’ attitudes towards personalized experiences do not impact the number of purchases that they make, but that those who favor personalization do shop more frequently. Source: https://www.marketingcharts.com/customer-centric/personalization-customer-centric-81976