Most personalization efforts help metrics, but not at rates deemed significant
A recent survey of B-to-C marketers conducted by global technology hub CEB is revealing a lot about how well marcom and martech tools are at personalizing consumers across several organizations.
Known as behavioral marketing, personalization is defined by the survey as “the use of individual behavioral data to target and/or tailor marketing communications based on an individual’s likely needs at a point in time.”
The survey closed on June 1 and collected responses from more than 100 respondents working in 13 industries across North America, Europe and the Asia-Pacific region. Final results are still being analyzed, but researchers have already released some data based on the preliminary results.
Bron en Volledig artikel: American Marketing Association