Most brands are doing a good job of linking their data and personalization strategies, according to Data Driven Personalization, a study released on Monday by Ascend2.
Of the marketers polled, 56% feel they are somewhat good at this task and 40% say they’re very good at it, or best in class. Only 4% rate themselves as unsuccessful.
In addition, 86% plan to devote more of their total budget to incorporate data-driven personalization into their overall strategy. And 18% plan significant increases, while only 13% foresee decreases.
Email is the leading personalization medium, used by 51%. And 46% personalize marketing content.
Another 40% personalize their website home pages, while 32% personalize their search engine marketing, 31% personalize their campaign landing pages and 28% personalize their blog/social media posts. Last on the list are product/pricing detail pages, personalized by 18%.
But companies face challenges in implementing their data-personalization strategies, including:
Those challenges fit closely with the primary objectives of data-driven personalization strategy:
Here are the types of marketing data they use for personalization:
Meanwhile, 25% say their effectiveness is increasing substantially and 67% say it is increasing marginally. A mere 9% feel it is decreasing.
Of the sample, 59% use a combination of in-house and outside resources, while 30% use in-house resources only and 32% use outside resources only.
Ascend2 and its Research Partners surveyed 251 marketing influencers.