2019 Trends in Personalization Report...Trend: Overall, how satisfied are you with the level of...

2019 Trends in Personalization

ResearchscapeInternationalEvergage,Inc.

2SURVEY RESULTS PAGE 2

©2019RESEARCHSCAPEINTERNATIONALANDEVERGAGE,INC.

EXECUTIVE SUMMARY

Tohelporganizationsbetterunderstandtheprevailingattitudes,keybenefits,currentusageandfutureplansrelatedtopersonalization,EvergageandResearchscapeInternationalsurveyed314marketingprofessionalsacrossindustriesandcountries,althoughpredominantlyintheU.S.TheonlinesurveywasfieldedfromFebruary21toMarch21,2019.Additionaldetailsaboutthesurveyrespondentscanbefoundinthefirmographicssectionofthereport.Marketersoverwhelminglyagree(98%)thatpersonalizationhelpsadvancecustomerrelationships,with70%claimingithasa“strong”or“extremelystrong”impact.And85%statethattheircustomersandprospectsexpectapersonalizedexperience.Whenaskedwhatdrivespersonalizationwithintheirownorganizations,marketerscitedeliveringbettercustomerexperiences(88%),increasingloyalty(59%)andgeneratingmeasurablelift/ROI(50%)astopmotivatingfactors.Emailremainsthemostpersonalizedchannel(78%)thisyear,followedbywebsite(58%),in-person(42%),onlineadvertising(35%),mobileapp(28%)andwebapplication(19%).Whilemarketersarecertainlydealingwithsomechallengespertainingtopersonalization(only16%are“very”or“extremely”satisfiedwiththelevelofpersonalizationintheirmarketingefforts),theyarebecomingmoresophisticatedintheirapproach.Usageofmachinelearning/algorithmicpersonalizationisupfrom26%lastyearto40%thisyear.Theuseofemailstriggeredbasedonaperson’son-sitebehaviorisupfrom35%lastyearto45%thisyear.Andcross-channelconnectionshaveimproved:thepercentageofmarketerswhosaytheircompanyhas“nochannelsconnected”declinedfrom27%to21%,whilethepercentageofthosewhosaytheyhave“afewchannelsconnected”rosefrom46%to53%.Importantly,marketerscontinuetoseeresultsfrompersonalization.Themajority(90%)reportameasurableliftfromtheirpersonalizationefforts.Morethanhalf(58%)experiencealiftofmorethan10%,while15%reportaliftofover30%.Thissuccessistranslatingtocontinuedsupportandinvestment.Thevastmajorityoforganizations(97%)plantomaintainorincreasetheirpersonalizationbudgetsthisyear,with48%sayingtheyplantoincreasetheirinvestments(up11pointsfrom37%lastyear).Inaddition,threequartersofrespondents(74%)believepersonalizationshouldbeabiggerpriorityintheirorganizationthanitiscurrently.



ATTITUDES TOWARD PERSONALIZATION

Thevastmajorityofmarketers(98%)believethatpersonalizationhasatleastsomeimpactonadvancingcustomerrelationships,while7in10(70%)believepersonalizationhasa“strong”or“extremelystrong”impactonadvancingcustomerrelationships.

What is the impact, if any, of personalization on advancing customer relationships?

Sample Size: 314 (All Respondents)

Total does not add up to 100% due to rounding.

Amongmarketerswhoemploymachinelearning(whichthisreportwillcoverinmoredepthlateron),78%describedpersonalization’simpactoncustomerrelationshipsas“strong”or“extremelystrong.”

2%

6%

23%

52%

18%

0% 25% 50% 75% 100%

Noimpact

Slightimpact

Moderateimpact

Strongimpact

Extremelystrongimpact



Additionally,themajorityofmarketers(85%)thinktheirprospectsorcustomersexpectapersonalizedexperience.

Do you think your prospects/customers expect a personalized experience?


85%

15%

Yes No



However,marketersdon’tfeelthattheindustryisdeliveringpersonalizationtocustomersaseffectivelyasitshouldjustyet.Only32%believethatthemarketersarecurrentlygettingpersonalizationright.

Would you agree or disagree with the following statement: Marketers are getting personalization right.


68%

32%

Disagree Agree



PERSONALIZATION USAGE & SATISFACTION

Justoverthreequartersofmarketers(78%)usepersonalizationintheiremails,makingitthemostpopulardigitalchannelforpersonalization.Sixoutoften(58%)usepersonalizationontheirwebsites,whilefouroutoften(42%)useitforin-personexperiences.Personalizationinonlineadvertising(35%),mobileapps(28%),andwebapplications(19%)islessfrequent.

In which of the following digital channels are you using personalization?


Respondents could select multiple options

78%

58%

42%

35%

28%

19%

7%

0% 25% 50% 75% 100%

Email

Website

In-person

Onlineadvertising

Mobileapp

Webapplication

Noneoftheabove



Themainreasonbusinessesleveragepersonalizationistodeliverbettercustomerexperiences(88%).Increasingloyalty(59%),generatingmeasurablelift/ROI(50%),anddrivingmoreleads(44%)arealsotopdriversfororganizations.Alsonoteworthyisthatwhile85%ofcompaniesacknowledgecustomersorprospectsexpectpersonalization,onlyabouthalfasmany(43%)aredriventoimplementitbecauseofthatexpectation.

What are the drivers of personalization in your organization?

Sample Size: 271 (86% of Respondents)


88%

59%

50%

44%

43%

25%

2%

0% 25% 50% 75% 100%

Deliverbettercustomerexperiences

Increaseloyalty

Generatemeasurablelift/ROI

Drivemoreleads

Customers/prospectsexpectit

Competitivepressures

Other(pleaseexplain):



B2Ccompaniesaremoredriventousepersonalizationtogeneratemeasurablelift/ROI(61%)thanB2Bcompanies(48%)andhybrids(50%),whichmarkettobothconsumersandbusinesses.B2Bcompaniesaremorelikelytousepersonalizationtodrivemoreleads(52%comparedto36%ofB2Csand44%ofhybrids).

Crosstab: What are the drivers of personalization in your organization?


89

4532

4855 52

86

39 33

61 58

36

84

41

20

5058

44

0%

25%

50%

75%

100%

Deliverbettercustomerexperiences

Customers/prospectsexpectit

Competitivepressures

Generatemeasurablelift/ROI

Increaseloyalty

Drivemoreleads

B2B B2C Both



Marketingprofessionalsseemtolackconfidenceintheirpersonalizationstrategies.Lessthanafifth(18%)reporttheyareveryorextremelyconfidentthattheyhaveasuccessfulstrategyforpersonalization.Fourinten(40%)aremoderatelyconfidenttheyhaveasuccessfulstrategy,whilejustasmany(41%)havenooronlyslightconfidenceabouttheirpersonalizationplans.

How confident are you that you have a successful strategy for personalization?



15%

26%

40%

15%

3%

0% 25% 50% 75% 100%

Notconfident

Slightlyconfident

Moderatelyconfident

Veryconfident

Extremelyconfident



Whenlookingtomarketers’satisfactionlevelswiththelevelofpersonalizationintheirmarketingefforts,justasixth(16%)areveryorextremelysatisfied.Half(50%)saytheyarenotsatisfiedoronlyslightlysatisfied,whileathird(34%)saytheyaremoderatelysatisfied.

Overall, how satisfied are you with the level of personalization in your marketing efforts?


21%

29%

34%

14%

2%

0% 25% 50% 75% 100%

Notsatisfied

Slightlysatisfied

Moderatelysatisfied

Verysatisfied

Extremelysatisfied



However,satisfactiondoesseemtobetrendingupwards.Thepercentageofmarketerswhoindicatetheyareveryorextremelysatisfiedincreasedfrom12%in2018to16%in2019.

Trend: Overall, how satisfied are you with the level of personalization in your marketing efforts?

Sample Size: 753 (70% of Respondents in 2018 + 2019)

Why are you not satisfied with the level of personalization in your marketing efforts?

Marketerscitedvariousfactorsthatimpedetheirsatisfactionwiththelevelofpersonalizationintheirmarketingefforts.Recurringthemesincludedissueswithdata,personalizationbeingsiloed,limitedresources,unpredictablecustomerexpectations,andsimplynotmaximizingpersonalization’spotential.Onemarketerrespondedbysaying,“Wedon’tusepersonalizationtothefullestyet.”Othersdescribedtheirrelationshipwithpersonalizationasstillverynew;onesaying,“Wearestillatanearlystageofourpersonalizationjourney.”Additionalfeedbackincludes:

12%0%

25%

50%

75%

100%

2018 2019

Verysatisfied Extremelysatisfied

16%



• “Weareonlyscratchingtheservice–wehavesomuchpersonalizationweshouldbeintegratingintoourcustomerinteractions,andwejustcan’tgettoeverythingfastenough.”

• “Wecouldbedoingmore,butthere’salwaysastrugglewithdatathatseemstoholdusback.”

• “Wearen’tdoingenoughandarenotbeingthoughtfulenoughaboutuserjourneysanduserneedsasmarketers.Thisispartlybecauseofalackofacombinedmarketingstackbutalsoalackofskillset.”

• “Tryingtogettheattentionoftheconsumerisgettingmoreandmoredifficult.Whatwillmakesomeoneclickonadigitalad?”

Key Driver Analysis

Drillingdownintothequestionofhowsatisfiedmarketersarewiththeirlevelofpersonalization,weseethisisaffectedbythechannel(s)beingpersonalized.Marketers’satisfactionwithwebsitepersonalizationhasthehighestcorrelationtooverallpersonalizationsatisfaction(52%ofsharedvariance).Inotherwords,themoresatisfiedmarketersarewiththeirwebsitepersonalization,themorelikelytheyaretobesatisfiedwiththeirpersonalizationeffortsoverall.Webisfollowedbyemailpersonalization(37%ofsharedvariance)andwebapplicationpersonalization(35%ofsharedvariance).Thecloserthecorrelationisto1.000,thegreaterthetwomeasurescorrelate.However,therangeisexponential,soa.900correlation(anda-.900correlation)meansthat81%ofthevariancebetweenthetwomeasuresissharedoroverlaps,whilea.800correlationmeansthat64%ofthevariancedoes,anda.700correlationmeansthat49%ofthevarianceisshared.

Aspect SharedVariance CorrelationWebsite 52% 0.724Email 37% 0.609Webapplication 35% 0.594Mobileapp 31% 0.553Onlineadvertising 29% 0.542In-person 11% 0.324



Furtherreflectingthesentimentthatmarketersfeeltheystillhavemoreworktodo,whenaskedtogradetheircurrentpersonalizationefforts,4in10respondents(43%)gavethemselvesaC,whileonly5%gradedthemselvesanA.

What grade would you give your current personalization efforts?


5%

30%

43%

19%

3%

0% 25% 50% 75% 100%

A

B

C

D

F



Mostmarketersthinktheirorganizationshaveplentyofroomtogrowintermsofpersonalizationmaturity:nearlyhalf(47%)ratedtheirorganization’scurrentstageaslimited,whilejust1outof10(10%)felttheirswasadvancedorbest-in-class.

How would you rate your organization's personalization maturity?


4%

47%

39%

9%

1%

0% 25% 50% 75% 100%

Non-existent

Limited

Moderate

Advanced

Best-in-class



Gooddataisessentialforsuccessfulpersonalization.Bringingtherightdatasourcestogetherisaconstantstruggleformarketersacrossindustries.Reflectingthischallenge,nearlyhalfofmarketers(45%)feeltheydon’thavesufficientdataandinsightstodriveeffectivepersonalization.

Do you feel you have sufficient data and insights for effective personalization?


55%

45%

Yes No



However,issueswithdataseemtobedecreasing.Marketingprofessionalsaremoreconfidentthattheyhavesufficientdataandinsightsforeffectivepersonalizationthisyearthantheywerelastyear,withthenumberofaffirmativeresponsesjumping10pointsfrom45%to55%.

Trend: Do you feel you have sufficient data and insights for effective personalization?


45%55%

0%

25%

50%

75%

100%

2018 2019

Yes No



PERSONALIZATION FORMATS & TYPES

Themostcommonpersonalizationformatsarein-linecontent(50%)andbanners(47%),reportedtobeusedbyroughlyhalfofallmarketers.Otherpopularformats,usedbyroughlyathirdofrespondents,includecall-outmessages(38%),pop-ups(31%),in-pageedits(30%),andsurveyquestions(29%).

What personalization formats do you use?



Toclarifytwooftheseterms,respondentswerepresentedwiththefollowingfootnotes:*In-linecontentallowsyoutodynamicallyaddorinsertsectionsofcontentonapage/screen/email**In-pageeditsallowyoutomodifyorremoveexistingtextorimagesonapage/screen/email

Respondentscouldselectmultipleoptions

50%

47%

38%

31%

30%

29%

18%

18%

6%

11%

0% 25% 50% 75% 100%

In-linecontent*

Banners

Call-outmessages

Pop-ups

In-pageedits**

Surveyquestions

Infobars

Modals

Other

Noneoftheabove



B2Ccompaniesaremorelikelytousebanners(61%),pop-ups(44%),in-linecontent(56%),andinfobars(28%)toreachcustomersintheirpersonalizationstrategythanareB2Bcompaniesorhybrids.B2Bsaremoreinclinedthanothertypesofbusinessestoutilizecall-outmessages(47%).Hybridcompaniesshowarelativepreferenceforsurveyquestions(30%).

Crosstab: What personalization formats do you use?


2028

47 48

25

45

212728

44 42

56

33

61

25 25

14

30 33

49

34

46

14

30

0%

25%

50%

75%

100%

Infobars Pop-ups Call-outmessages

In-linecontent*

In-pageedits**

Banners Modals Surveyquestions

B2B B2C Both



Emailcontent(73%)isthetopareamarketersdeliverpersonalizedexperiences. Thenextmostpopularlocationsforpersonalizedexperiences,indicatedbyhalforfewerofrespondents,arewebpages,specificallyhomepages(49%),landingpages(41%),andinteriorpages(36%).

Where do you utilize personalized experiences? - Top 10

Note: Showing only the top 10 most selected options.



73%

49%

41%

36%

30%

23%

19%

15%

14%

14%

0% 25% 50% 75% 100%

Emailcontent

Homepage

Landingpages

Interiorpages

Onlineads

Productdetailpages

Search

Pricing

Blog

Navigation



Sevenoutoftenmarketers(68%)usearule-basedapproachtopersonalization,comparedtofiveoutoften(51%)whouseatriggeredmessages/notificationsapproach,andfouroutoften(40%)whouseamachinelearning/algorithmicapproach.

Which approach to personalization do you utilize?



68%

51%

40%

0% 25% 50% 75% 100%

Rule-basedtargeting

Triggeredmessages/notifications

Machinelearning/algorithmic



Thepercentageofcompaniesusingamachinelearning/algorithmicapproachtopersonalizationhasclimbedsignificantlyinthelastyear,up14pointsfrom2018(40%offirmsin2019usethisapproach,comparedto26%in2018).Thepercentageoffirmsusingeitheroftheothertwoapproaches,meanwhile,hasremainedstable.

Trend: Which approach to personalization do you utilize?


68%

26%

53%

68%

40%

51%

0%

25%

50%

75%

100%

Rule-basedtargeting Machinelearning/algorithmic

Triggeredmessages/notifications

2018

2019



B2Bcompaniesreportaslightpreferenceforarule-basedtargetingapproachtopersonalization(72%comparedto67%ofB2Csand66%ofhybrids),whilethetwobusinesstypesthatmarkettoconsumersshowapreferencefortriggeredmessages/notificationsandmachine-learning/algorithmicapproaches.

Crosstab: Which approach to personalization do you utilize?


72%

36% 39%

67%

42%

53%

66%

44%

57%

0%

25%

50%

75%

100%

Rule-basedtargeting Machinelearning/algorithmic Triggeredmessages/notifications

B2B B2C Both



Whenlookingatpersonalizationsatisfactionlevelsamongmarketersthatleverageeachapproach,30%ofthosethatusemachine-learning/algorithmicpersonalizationareveryorextremelysatisfiedwiththeirpersonalizationprograms,vs.19%forrule-basedtargetingand16%fortriggeredmessages/notifications.

Crosstab: Overall, how satisfied are you with the level of personalization in your marketing efforts?


19%

30%

16%

0%

25%

50%

75%

100%

Very + Extremely satisfied

Rule-based targeting Machine-learning/algorithmic Triggered messages/notifications



Ofthosemarketersnotcurrentlyusingmachine-learning/algorithmicpersonalization,42%plantobeginusingitwithinthenextyear.Do you have any plans to begin using machine-learning/algorithmic personalization in the next year?


42%

58%

Yes No



Threequartersofcompanies(75%)personalizeemailcampaignsbyincludingaperson’sfirstnameand/orcompanynameinthemessageorsubjectline.Morethanhalfpersonalizeemailsbasedonthecustomer’saudiencesegment:eitherbyofferingproductorcontentrecommendations(56%)orbytailoringmessagingorpromotions(56%).Inthelastyear,moremarketersbeganusingtriggeredemailssentbasedonvisitor/userbehaviorstopersonalizetheiremailcampaigns.Thisnumberjumpedup10pointsfromlastyear(from35%in2018to45%in2019).

How are you personalizing your email campaigns?



75%

56%

56%

45%

37%

31%

21%

20%

13%

0% 25% 50% 75% 100%

Firstnameand/orcompanynameinthemessageorsubjectline

Productorcontentrecommendationsbyaudiencesegment

Tailoredmessagingorpromotionsbyaudiencesegment

Triggeredemailssentbasedonvisitor/userbehaviors

Emailmessagespersonalizedatsendtime

Productorcontentrecommendationsperindividual

Tailoredmessagingorpromotionsperindividual

Triggeredemailssentbasedonproductorcontentcatalogchanges

Emailmessagespersonalizedandupdatedatopentime



Organizationsleverageavarietyofcriteriatotargettheirpersonalizedexperiences.Byfar,thedatapointusedmostisavisitor’scampaignsource(49%).Aboutathirdofcompanieslookatpages/contentviewed(35%),emailopens(34%),productspurchased(33%),demographics(32%),emailclickthroughrate(32%),andclicks(30%)whencreatingapersonalizedexperience.

Which of the following criteria about your visitors do you use to personalize the experience? - Top 10




49%

35%

34%

33%

32%

32%

30%

28%

27%

26%

0% 25% 50% 75% 100%

Campaignsource

Pages/contentviewed

Emailopens

Productspurchased

Demographics

Emailclickthroughs

Clicks

Geolocation

Stageofcustomerjourney

Previousvisit(s)behavior



MEASUREMENT & BUDGETS

Marketers’go-tometricformeasuringthevalueofpersonalizationisimprovementinconversionrate,truefortwo-thirdsofrespondents(67%).RoundingoutthetopthreeKPIsareimprovementsinclickthroughrates(50%)andrevenue(38%).Nearlyaquarterofbusinessesmeasurepersonalizationimprovementsinretention/renewalrate(26%)andpageviews(24%).

Do you measure the value of personalization by improvements in…? - Top 10




67%

50%

38%

26%

24%

24%

21%

16%

15%

11%

0% 25% 50% 75% 100%

Conversionrate

Clickthroughrate

Revenue

Retention/renewalrate

Pageviews

Customersatisfactionrates

Timeonsite

Bouncerate

Profit

Averageordervalues



Thetopthreemetricsthatorganizationsusetomeasurepersonalization’svaluehaveremainedsteady,withconversionrates,clickthroughrates,andrevenueconsistentlyrankingatthetopoverthepastthreeyears.Amongthosedroppingarepageviewsandtimeonsite.

Trend: Do you measure the value of personalization by improvements in…? - Top 10

Sample Size: 632 (59% of Respondents in 2017 + 2018 + 2019)

68%

50%

39%33% 31% 31%

39%

26%

14% 17%9% 10%

67%

51%

38%

26% 24% 24% 21%16% 15% 11% 10%

4%

0%

25%

50%

75%

100%

Conversionrate

Clickthroughrate

Revenue

Retention/renewalrate

Pageviews

Customersatisfactionrates

Timeonsite

Bouncerate

Profit

Averageordervalues

Wedon’tmeasurethebenefits

Reductioninsupportrequests

2017

2018

2019



In2019,marketerssaythetopbenefitsofpersonalizationareincreasedconversionrates(61%,up10pointsfrom2018),increasedvisitorengagement(59%),improvedcustomerexperience(56%),andincreasedleadgeneration/customeracquisition(56%).

What are the main benefits you see from personalization for your organization? - Top 10




61%

59%

56%

56%

37%

36%

28%

23%

21%

19%

0% 25% 50% 75% 100%

Increasedconversionrates

Increasedvisitorengagement

Improvedcustomerexperience

Increasedleadgeneration/customeracquisition

Improvedbrandperception

Increasedcustomerlifetimevalue/loyalty

Increasede-commercerevenues

Reducedchurn/increasedretention

Makesme/myteamlookgood!

Increasedvalueofothermarketingprograms



Personalizationyieldsthesamebenefitsacrossbusinesstypes.ForB2Bs,B2Cs,andhybridcompaniesalike,personalization’stopfourbenefitsareincreasedconversionrates,increasedvisitorengagement,improvedcustomerexperience,andincreasedleadgeneration/customeracquisition.

Crosstab: What are the main benefits you see from personalization for your organization?


60 61

5159

3733

17 20 23 20 20

61 58 6051

38 3935

2521 18

14

0%

25%

50%

75%

100%

Increasedconversionrates

Increasedvisitorengagement

Improvedcustomerexperience

Increasedleadgeneration/customeracquisition

Improvedbrandperception

Increasedcustomerlifetimevalue/loyalty

Increasede-commercerevenues

Reducedchurn/increasedretention

Makesme/myteamlookgood!

Increasedvalueofothermarketingprograms

Shortersalescycle

B2B B2C Both



Themajorityofmarketers(90%)seesomemeasurableliftfrompersonalization,withmorethanhalf(58%)achievingaliftofover10%.Marketersareseeingagreaterliftfromtheirpersonalizationeffortsin2019thanin2018.Whilejust27%saidtheysawan11-20%liftfrompersonalizationlastyear,34%reportedan11-20%liftthisyear(up7points).

What percentage improvement or “lift” are you generally seeing from personalization efforts?



Additionally,amongmarketerswhousemachine-learningpersonalization,77%seealiftgreaterthan10%.

10%

33%

34%

9%

10%

3%

2%

0% 25% 50% 75% 100%

None

1-10%

11-20%

21-30%

31-50%

50-75%

76-100%



Whileabouthalfofcompanies(49%)expecttheirpersonalizationbudget/spendingtostaythesamein2019,nearlyasmany(48%)expecttheirstorise.Just4%ofcompaniesexpecttheirpersonalizationbudget/spendingtodecrease.

Compared to last year, how will your personalization budget/spending change this year?



49%

48%

4%

0% 25% 50% 75% 100%

Staythesame

Increase

Decrease



Companyspendingonpersonalizationisacceleratingin2019.Thepercentageoforganizationsplanningtoincreasespendingonpersonalizationinthenextyearhasgrownfrom37%in2018to48%in2019.

Trend: Compared to last year, how will your personalization budget/spending change this year?


37%48%

60%49%

3% 4%

0%

25%

50%

75%

100%

2018 2019

Increase Staythesame Decrease



Agreaterpercentageofmarketersleveragingmachine-learning/algorithmicapproachestopersonalizationareplanningtoincreasetheirbudgetsthisyear(57%)comparedtorule-basedtargeting(49%)andtriggeredmessages/notifications(44%).

Crosstab: Compared to last year, how will your personalization budget/spending change this year?


49%

57%

44%

0%

25%

50%

75%

100%

Increase Budget

Rule-based targeting Machine-learning/algorithmic Triggered messages/notifications



Nearlyhalf(48%)oforganizationsdeployingpersonalizationhavepersonnelfocusedonit.

Do you have personnel focused on personalization?


48%

41%

11%

0% 25% 50% 75% 100%

Yes

No

Donotknow



LEVEL OF CORPORATE ADOPTION

Threequartersofmarketers(74%)believepersonalizationshouldbeabiggerpriorityintheirorganizationsthanitiscurrently.Just16%believeitshouldn’tbe.

Do you believe personalization should be a bigger priority in your organization than it is currently?


74%

16%

10%

0% 25% 50% 75% 100%

Yes

No

Donotknow



Thetopthreeobstaclestomakingpersonalizationabiggerpriorityinorganizationsarealackofpersonnel(46%),alackofbudget(43%),andalackofknowledge/skills(38%).Lessthanathirdreporteddata-relatedconcerns,includingpooraccesstodata(30%)andlow-qualitydata(23%).Aquarterofrespondents(24%)saidtoomanytechnologysolutionsareimpedingthemovetomakepersonalizationabiggerpriorityintheirorganizations.

What are the greatest obstacles to making personalization a bigger priority in your organization? - Top 10




46%

43%

38%

32%

30%

28%

25%

24%

23%

20%

0% 25% 50% 75% 100%

Lackofpersonnel

Lackofbudget

Lackofknowledge/skills

Lackoforganizationalalignment

Accesstodata

Poortechnologysolutions

ITdepartmentconstraints

Toomanytechnologysolutions

Low-qualitydata

Lackofexecutivesponsorship



Whilethetopthreeobstaclesforpersonalizationhaveremainedconsistentoverthepastthreeyears(lackofpersonnel,lackofbudget,andlackofknowledge),thepercentageofmarketersreportingtheseissuesasobstacleshasconsistentlydeclined—whileonly“lackoforganizationalalignment”isconsistentlyincreasing.Theoption“privacyconcerns”wasaddedtothequestionnairethisyear:18%reportedprivacyconcerns.

Trend: What are the greatest obstacles to making personalization a bigger priority in your organization?

Sample Size: 520 (49% of Respondents in 2017 + 2018 + 2019)

52 53

41

26

34

2228 25 24 25

12

20

4643

3832 30 28

25 24 2320 18 15 14

0

25

50

75

100

Lackofpersonnel

Lackofbudget

Lackofknowledge/skills

Lackoforganizationalalignment

Accesstodata

Poortechnologysolutions

ITdepartmentconstraints

Toomanytechnologysolutions

Lowqualitydata

Lackofexecutivesponsorship

Privacyconcerns

Thenextshinyobject!

Lackofbusinesscase

2017

2018

2019



LeadinguptotheEU’sGeneralDataProtectionRegulation(GDPR)takingeffect,therewassomeconcernabouttheimpactitwouldhaveonpersonalizationeffortsgoingforward.Abouthalfofmarketingprofessionals(52%)arenotconcernedoronlyslightlyconcernedabouttheimpactofGDPRontheirpersonalizationeffortsin2019andbeyond.Another28%aremoderatelyconcerned,andjust18%areveryorextremelyconcerned.

To what degree are you concerned about the impact of the EU's General Data Protection Regulation (GDPR) on your personalization efforts in 2019 and beyond?


25%

27%

28%

12%

6%

2%

0% 25% 50% 75% 100%

Notconcerned

Slightlyconcerned

Moderatelyconcerned

Veryconcerned

Extremelyconcerned

Idon’tknowwhatGDPRis



Theabilitytoconnectdifferentchannelsisessentialforomnichannelpersonalization.Abouthalfoforganizations(53%)haveafewchannelsconnected.Aquarter(23%)havehalformostoftheirchannelsconnected.Just3%haveallchannelsconnectedinordertoofferacompletelycohesive,personalizedexperiencefromonechanneltothenext.

Which of the following describes your company's approach to omnichannel personalization?


21%

53%

14%

9%

3%

0% 25% 50% 75% 100%

Wedon'thaveanychannelsconnected

Wehaveafewchannelsconnected

Wehaveabouthalfourchannelsconnected

Wehavemostchannelsconnected

Wehaveallchannelsconnected(Wecanprovideacompletelycohesive,personalizedexperiencefromone

channeltothenext



However,itshouldbenotedthatmarketers’approachtoomnichannelpersonalizationisprogressing.From2018to2019,fewerorganizationsarereporting“nochannels”connectedforpersonalization(21%,down6pointsfrom2018);thisisalsoreflectedinmorecompaniesreporting“afew”channelsconnectedthisyear(53%,up7pointsfrom2018).

Trend: Which of the following describes your company's approach to omnichannel personalization?


27%21%

46%53%

14% 14%

11% 9%2% 3%

0%

25%

50%

75%

100%

2018 2019

Wedon'thaveanychannelsconnected Wehaveafewchannelsconnected

Wehaveabouthalfourchannelsconnected Wehavemostchannelsconnected

Wehaveallchannelsconnected



Thetoptoolsmarketersusetoexecutepersonalizationacrossdigitalchannelsareemailmarketingsolutions(70%),A/Btestingtools(61%),andwebanalyticstools(60%).Aboutathirdusetriggeredemailtools(33%)andpersonalizationplatforms(27%).Toolslikerecommendationsengines(18%),pushnotifications(18%),andexit/bouncemessaging(16%)werelesscommon,eachrepresentinglessthanafifthofrespondents.

What tools are you using to execute personalization across your own digital channels? - Top 10




70%

61%

60%

33%

27%

18%

18%

16%

13%

8%

0% 25% 50% 75% 100%

Emailmarketingsolution

A/Btesting

Webanalyticstool

Triggeredemailtool

Personalizationplatform

Recommendationsengine

Pushnotifications

Exit/bouncemessagingtool

In-appmessaging

Personalizedsearchtool



Respondentswerenearlyevenlysplitbetweenthosewhoclaimtouseacustomerdataplatform(47%)andthosewhodonot.

Do you use a customer data platform (CDP)?


47%

53%

Yes No



FIRMOGRAPHICS

Abouthalfofrespondentswereeithermarketingdirectors(27%)ormarketingmanagersorteammembers(22%).Afewotherswereonline/digital/webmarketers(9%),VP/SVPsofmarketing(8%),orothermarketing-relatedroles.

Which of the following titles best reflects your role? - Top 10



27%

22%

9%

8%

5%

5%

4%

4%

3%

2%

0% 25% 50% 75% 100%

Directorofmarketing

Marketingmanagerorteammember

Online/digital/webmarketer

VP/SVPmarketing

Emailmarketing

CEO/GM/divisionhead

Data/businessanalyst

E-commerceprofessional

Marketingoperations

Contentmarketing



Thetopthreeindustriesrepresentedaretechnology(16%),finance&insurance(13%),andretail(11%).Over17otherindustrieswereincluded,suchasothermanufacturing(7%),media&entertainment(6%),otherservices(6%),andtravelandtransportation(5%).

What is your organization's industry? - Top 10

Showing only the top 10 most selected options.


16%

13%

11%

7%

6%

6%

5%

4%

4%

3%

0% 25% 50% 75% 100%

Technology

Finance&Insurance

Retail

OtherManufacturing

Media&Entertainment

OtherServices

Travel&Transportation

ConsumerPackagedGoods

RealEstate&Construction

Education



Morethanathirdofrespondents(35%)workedatthehighestgrossingorganizations,with$1billionormoreinannualsales.Asimilarnumber(37%)camefromorganizationswithannualsalesbetween$100millionand$999millionperyear.Just3%ofrespondentsworkedatcompanieswithannualsalesunder$1million.

What are your organization's annual sales?


3%

8%

11%

6%

24%

13%

35%

0% 25% 50% 75% 100%

Lessthan$1million

$1-9million

$10-49million

$50-99million

$100-499million

$500-999million

$1billionormore



Halfofrespondents(49%)workedatcompaniesthatmarkettobothconsumersandotherbusinesses(hybrids).Athird(33%)workedatB2Bs,andlessthanafifthworkedatcompaniesmarketingstrictlytoconsumers(18%).

Is your company B2B, B2C or both?


49%

33%

18%

0% 25% 50% 75% 100%

Both

B2B

B2C



Eightintenrespondents(83%)werelocatedintheU.S.Another3%eachwereintheU.K.,otherEuropeancountries,orCanada.

What country are you located in?



83%

3%

3%

3%

1%

1%

4%

0% 25% 50% 75% 100%

UnitedStates

UnitedKingdom

OtherEuropeanCountries

Canada

Germany

India

Other



APPENDIX - RESEARCHSCAPE METHODOLOGY

OnbehalfofEvergage,Researchscapeconductedasurveyof314respondentsinordertobetterunderstandthebehavior,usage,andattitudesofmarketingprofessionalstowardpersonalization.TheonlinesurveywasfieldedfromFebruary21toMarch21,2019.Thesurveyresultswerenotweighted.Throughouttheresearchprocess,ResearchscapefollowedaTotalSurveyQualityapproachdesignedtominimizeerrorateachstage.TotalSurveyQuality,alsoknownasTotalSurveyError,recognizesthatmultiplesourcesoferrorcanreducethevalidityofsurveyresearch.

2019 Trends in Personalization Report...Trend: Overall, how satisfied are you with the level of...

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