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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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Personalization in marketing - ways of using data 2016

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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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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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.

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U.S. consumer appreciation of personalized recommendations on selected platforms 2017

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Triggered e-mails average conversion rates in the U.S. in 2016, by order value

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Companies doing well at personalization online in the U.S. 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 2017Usage of personalization in digital marketing channels worldwide 2017
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 2017Personalization format usage worldwide 2017
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 2017Data used by marketers when targeting for personalization worldwide 2017
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

E-mail

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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