The graph shows the ways business used data to create personalized experiences as of November 2016. During a global survey, 61 percent of responding marketers stated they used offline analytics to determine target audience propensity.
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Personalization in marketing - ways of using data 2016
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Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016
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The graph shows the ways business used data to create personalized experiences as of November 2016. During a global survey, 61 percent of responding marketers stated they used offline analytics to determine target audience propensity.
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Description
Source
More information
The graph shows the ways business used data to create personalized experiences as of November 2016. During a global survey, 61 percent of responding marketers stated they used offline analytics to determine target audience propensity.
Show more- Show sources information
- Show publisher information
- Release date
- March 2017
- Region
- Worldwide
- Survey time period
- November 2016
- Number of respondents
- 131 marketers
- Supplementary notes
-
The source does not provide the original wording of the question posed during the survey. The wording of the question chosen for this statistic may therefore differ slightly from the original.
The source defines personalization as "[t]he ability to interact with each individual, at any moment, across all touch points, based on everything known about them."
Multiple answers were permitted.
More information
- Region
- Worldwide
- Survey time period
- November 2016
- Number of respondents
- 131 marketers
- Supplementary notes
-
The source does not provide the original wording of the question posed during the survey. The wording of the question chosen for this statistic may therefore differ slightly from the original.
The source defines personalization as "[t]he ability to interact with each individual, at any moment, across all touch points, based on everything known about them."
Multiple answers were permitted.
Other interesting statistics
Perceived ROI level from digital marketing channels worldwide 2017
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+Usage of personalization in digital marketing channels worldwide 2018
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+Opinions on personalization in marketing in the U.S. 2017
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+U.S. consumer appreciation of personalized recommendations on selected platforms 2017
+
+North American company adoption levels of selected marketing technologies in 2017
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Statistics on "Marketing personalization"
- Overview & usage
The most important statistics
- Digital channels in which personalized communication is used worldwide as of March 2018Usage of personalization in digital marketing channels worldwide 2018
- Leading types of personalization experiences used by marketers worldwide as of March 2017Most used types of personalization experiences by marketers worldwide 2017
- Most used formats of personalization according to marketing professionals worldwide as of March 2018Personalization format usage worldwide 2018
- Leading digital marketing personalization technologies used by large companies worldwide as of May 2016Digital marketing personalization technologies used by companies worldwide 2016
- Share of marketing budgets devoted to personalized digital marketing communications worldwide as of May 2016Share of marketing budget spent on digital personalization worldwide 2016
- Leading criteria used for targeting visitors or users to personalize experiences according to marketing professionals worldwide as of March 2018Data used by marketers when targeting for personalization worldwide 2018
- Share of marketers using age data for content personalization in the United States as of September 2017, by channel Share of marketers personalizing by age in the U.S. 2017, by channel
- Marketer perspective
The most important statistics
- Leading benefits from website and in-app personalization according to marketing professionals worldwide as of March 2017Leading website and in-app personalization benefits worldwide 2017
- Leading obstacles to using personalization according to marketers in North America as of October 2017Main obstacles to using personalization among North American marketers 2017
- Perceived level of ROI generated by selected digital marketing channels according to marketers worldwide as of June 2017Perceived ROI level from digital marketing channels worldwide 2017
- Company adoption level of selected marketing technologies according to ad and marketing executives in North America as of June 2017North American company adoption levels of selected marketing technologies in 2017
- Share of marketing professionals satisfied with levels of personalization in digital marketing channels worldwide as of March 2017Degrees of satisfaction with online channel personalization levels worldwide 2017
- Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016Personalization in marketing - ways of using data 2016
- Consumer perspective
The most important statistics
- Consumer interpretations of marketing content personalization in the United States as of April 2017Understanding of personalization in marketing among U.S. consumers 2017
- Attitudes towards marketing content personalization the United States as of April 2017Opinions on personalization in marketing in the U.S. 2017
- Consumer attitude towards companies using their purchase history for shopping recommendations sent to mobile phones in the United States as of December 2017U.S. consumer view of purchase history based mobile shopping recommendations 2017
- Appreciation of personalized recommendations on selected online platforms according to consumers in the United States as of May 2017U.S. consumer appreciation of personalized recommendations on selected platforms 2017
- Preferred form of retail personalization among shoppers in North America as of November 2017, by genderNorth American consumer preference of retail personalization form 2017, by gender
- Preferred form of retail personalization among shoppers in North America as of November 2017, by age groupNorth American consumer preference of retail personalization form 2017, by age group
- Share of U.S. consumers who expect to be delivered personalized experiences within one hour of identifying themselves to a brand as of September 2017U.S. consumer expected personalized experiences in exchange for personal data 2017
- Share of consumers who think companies are successful at delivering online personalized experiences in the United States as of April 2017, by industryU.S. consumer view of successful online personalization use 2017, by industry
- Effectiveness
The most important statistics
- Most effective personalization tactics according to marketing executives in the United States as of April 2017Most effective personalization strategies in the U.S. 2017
- Most successful e-commerce marketing personalization techniques worldwide as of June 2017, based on average uplift in revenue-per-visitor (RPV)Top-performing e-commerce marketing personalization tactics worldwide 2017
- Share of consumers who expect personalized shopping experiences vs. their actual experiences as of September 2017, by channelU.S. personalized shopping experiences: expectations vs. reality 2017, by channel
- Ways in which companies are successful at personalization on websites and mobile apps according to consumers in the United States as of April 2017Companies doing well at personalization online in the U.S. 2017
- Ways in which companies are successful at personalization in physical locations according to consumers in the United States as of April 2017Companies doing well at personalization offline in the U.S. 2017
- Share of consumers who find online store product suggestions matching their buying interests in the United States as of May 2017U.S. consumers view of online store product suggestions 2017
- Frequency of purchasing items suggested by online stores in the United States as of May 2017, by incomeFrequency of purchasing items suggested by online stores in the U.S. 2017, by income
The most important statistics
- Key performance indicators (KPIs) of personalized vs. non-personalized e-mail content in the United States as of April 2017KPIs of personalized vs. non-personalized e-mails in the U.S. 2017
- Most effective e-mail tactics in driving conversions according to online retailers as of June 2016E-mail tactics seen as driving conversions according to online retailers 2016
- Planned changes in e-mail marketing strategies according to retailers in North America between 2016 and 2018North America: planned changes in e-mail marketing strategies 2016-2018
- Average conversion rate of triggered e-mails in the United States in 2016, by order value Triggered e-mails average conversion rates in the U.S. in 2016, by order value
- Revenue per triggered e-mail in the United States in 2016, by type (in U.S. dollars)Revenue per triggered e-mail in the U.S. in 2016, by type
- Personalized e-mail marketing target groups in North America as of September 2016North America: personalized e-mail marketing target groups 2016
- Share of marketers using age data for content personalization in the United States as of September 2017, by channel Share of marketers personalizing by age in the U.S. 2017, by channel
- Share of consumers who find selected e-mail marketing practices annoying in the United States as of July 2017U.S. consumers annoyance with selected e-mail marketing practices in 2017
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Further Content: Statistics, Studies, and Topic Pages
Statistics
- Implementation of personalization in marketing 2016
- Obstacles to personalization in marketing 2016
- Marketing attribution methods used by companies in Belgium 2017
- Share of marketeers telling the same brand story everywhere in the Netherlands 2016
- Share marketeers adjusting message to the customer context in the Netherlands 2016
- Adoption of future marketing channels according to marketers in the UK 2016
- Content marketing: frequency of publishing content the United Kingdom (UK) 2014
- Content marketing initiatives in the United Kingdom (UK) 2014-2015
- Most overrated marketing tactic in Latin America 2016
- Presence of marketing staff in small businesses in the U.S. 2016
- Noticeability of purchase history based product recommendations in the U.S. 2016
- Paid digital advertising usage by content marketers in the UK 2016
- Most overrated marketing tactic in North America 2016
- U.S. small businesses: reason for not having a marketing strategy 2016
- New content distribution channels in Latin America 2016
- Priority marketing goals according to global marketers 2018, by business type
- Digital marketing strategy types in the U.S. 2017
- Manufacturing costs in the medical device industry compared to U.S. 2016
- Top 5 global mining deals 2010
Studies
- Marketing personalization
- Data usage in marketing and advertising
- 2018 Trends in Personalization
- 2017 Trends in Personalization
- The Data-Centric Organization 2018
- Global Data Market Size 2016-2018
- State of Data Report December 2017
- The Power Of Me
- AI use in marketing
- Content marketing
- Digital marketing in the United Kingdom (UK)
- The Personalization Imperative For Content Marketing
- B2C Marcomm Personalization
- Social media marketing
- Mobile marketing in the U.S.
Statistics on the topic
Free statistics
- Perceived level of ROI generated by selected digital marketing channels according to marketers worldwide as of June 2017
- Consumer attitude towards companies using their purchase history for shopping recommendations sent to mobile phones in the United States as of December 2017
- Most effective e-mail tactics in driving conversions according to online retailers as of June 2016
- Frequency of publishing new content among content marketers in the United Kingdom (UK) in 2014
- Which of the following best describes the status of your organization’s digital marketing strategy?
Premium Statistics
- Digital channels in which personalized communication is used worldwide as of March 2018
- Leading types of personalization experiences used by marketers worldwide as of March 2017
- Most used formats of personalization according to marketing professionals worldwide as of March 2018
- Leading digital marketing personalization technologies used by large companies worldwide as of May 2016
- Share of marketing budgets devoted to personalized digital marketing communications worldwide as of May 2016
- Leading criteria used for targeting visitors or users to personalize experiences according to marketing professionals worldwide as of March 2018
- Share of marketers using age data for content personalization in the United States as of September 2017, by channel
- Leading benefits from website and in-app personalization according to marketing professionals worldwide as of March 2017
- Leading obstacles to using personalization according to marketers in North America as of October 2017
- Company adoption level of selected marketing technologies according to ad and marketing executives in North America as of June 2017
- Share of marketing professionals satisfied with levels of personalization in digital marketing channels worldwide as of March 2017
- Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016
- Consumer interpretations of marketing content personalization in the United States as of April 2017
- Attitudes towards marketing content personalization the United States as of April 2017
- Appreciation of personalized recommendations on selected online platforms according to consumers in the United States as of May 2017
- Preferred form of retail personalization among shoppers in North America as of November 2017, by gender
- Preferred form of retail personalization among shoppers in North America as of November 2017, by age group
- Share of U.S. consumers who expect to be delivered personalized experiences within one hour of identifying themselves to a brand as of September 2017
- Share of consumers who think companies are successful at delivering online personalized experiences in the United States as of April 2017, by industry
- Digital companies perceived as successful at personalizing online experiences according to consumers in the United States as of October 2016
- Most effective personalization tactics according to marketing executives in the United States as of April 2017
- Most successful e-commerce marketing personalization techniques worldwide as of June 2017, based on average uplift in revenue-per-visitor (RPV)
- Share of consumers who expect personalized shopping experiences vs. their actual experiences as of September 2017, by channel
- Ways in which companies are successful at personalization on websites and mobile apps according to consumers in the United States as of April 2017
- Ways in which companies are successful at personalization in physical locations according to consumers in the United States as of April 2017
- Share of consumers who find online store product suggestions matching their buying interests in the United States as of May 2017
- Frequency of purchasing items suggested by online stores in the United States as of May 2017, by income
- Key performance indicators (KPIs) of personalized vs. non-personalized e-mail content in the United States as of April 2017
- Planned changes in e-mail marketing strategies according to retailers in North America between 2016 and 2018
- Average conversion rate of triggered e-mails in the United States in 2016, by order value
- Revenue per triggered e-mail in the United States in 2016, by type (in U.S. dollars)
- Personalized e-mail marketing target groups in North America as of September 2016
- Share of consumers who find selected e-mail marketing practices annoying in the United States as of July 2017
- Leading e-mail personalization errors that consumers find frustrating in the United States as of July 2017
- How much of your personalization strategy have you implemented to date?
- What are your biggest obstacles to moving beyond segmentation to true 1-to-1?
- Which marketing attribution methods are you currently using?
- Do you tell the same brand story everywhere?
- Do you adjust the message to the context of the customer?
- Which of the following marketing tactics will be most critical for marketers to be focusing on?*
- What are the top five priorities that your organization's internal content creators will focus on this year?
- In your opinion, what’s the most overrated marketing tactic?
- Do you currently have a dedicated marketing professional on your staff?
- Within the past 6 months, have you noticed if each of these retailers or companies have made recommendations and offers to you based on your past purchase history?
- Types of paid digital advertising used by content marketers in the United Kingdom (UK) in 2016
- In your opinion, what’s the most overrated marketing tactic?
- What is holding you back from developing a marketing plan?
- What content distribution channels do you plan to add to your marketing efforts in the next 12 months?
- Most critical marketing goals to their business according to marketers worldwide as of May 2018, by business type
- Medical device manufacturing costs in selected countries compared to the U.S. as of 2016
- Top 5 global mining deals in 2010 by transaction value (in million U.S. dollars)
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