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Personalization approaches used by marketers in the U.S. 2018-2020

In a March 2020 survey of marketers in the United States, gauging their usage of personalization, it was found that the use of machine learning or algorithmic approach to personalization was growing in popularity among respondents. In 2018, 26 percent of survey participants said they used machine learning for personalization, while in 2020 this share grew to 46 percent. At the same time triggered messages maintained a fairy steady usage rate over the three years.

Leading approaches to personalization used by marketing professionals in the United States from 2018 to 2020

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Release date

April 2020


United States

Survey time period

2018 to 2020

Number of respondents

663 respondents

Method of interview

Online survey

Supplementary notes

88 percent of respondents were located in the United States.
Question: Which approach to personalization do you utilize?

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Statistics on "Marketing personalization in the U.S."

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