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Marketers Stuck on Basic Data for Personalization

Marketers Stuck on Basic Data for Personalization

Marketers continue to increase focus—and dollars—on personalization, but recent research suggests they’re still stuck on the basics. In an April 2015 study by Researchscape for Evergage, 49% of marketers worldwide expected to increase their spending on personalization this year, vs. just 8% who intended to decrease budgets. However, based on a June 2015 study by VB Insight, marketers rely on beginner metrics when it comes to such efforts.

When asked about the types of personal/identity-related data used for personalization purposes, marketers were most likely to cite the basics, such as email address (57%), name (45%), location (41%) and demographics (40%).

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