2018 trends in personalization - evergage€¦ · • "need more experience to connect with...
TRANSCRIPT
2SURVEY RESULTS PAGE 2
©2018RESEARCHSCAPEINTERNATIONAL
EXECUTIVE SUMMARY
Tohelporganizationsbetterunderstandthekeybenefits,currentusageandbarrierstoadoptionofpersonalization,alongwithmarketers’plansforthenext12months,EvergageandResearchscapeInternationalsurveyed300marketingprofessionalsfromfivecountriesin19differentindustries.TheonlinesurveywasfieldedfromFebruary22toMarch28,2018.Marketersoverwhelminglyagree(98%)thatpersonalizationhelpsadvancecustomerrelationships,with74%claimingithasa“strong”or“extreme”impact.Nearly9outof10(88%)statethattheircustomersandprospectsexpectapersonalizedexperience.However,thisyear,wefoundthatmarketersaremoreunsatisfiedwiththeircurrenteffortsandarelessconfidentintheirabilitytoachievesuccessfulpersonalizationtoday.Only12%ofmarketersare“very”or“extremely”satisfiedinthelevelofpersonalizationintheirmarketingefforts,while38%are“moderately”satisfied.Onereasonforthisdissatisfactionlikelystemsfromthechallengemarketersfaceinbringingcustomerdatatogether(55%ofmarketersdon’tfeeltheyhavesufficientdataandinsightsforeffectivepersonalization,whilemarketersstoretheircustomerdatainameanoffourdifferentsystems).Theyalsofacechallengestrackingcustomerjourneysandlinkinginsightsacrosschannels(e.g.web,mobile,emailandothers),as46%ofmarketershaveafewchannelsconnectedwhile27%havenoconnections.Asaresult,marketersgenerallyfeelthattheyhavefurthertogobeforereachingpersonalizationmaturity,as52%ratetheirorganization’spersonalizationmaturitylevelas“limited”whileonly8%rateitas“advanced.”Yet,marketersstatethattheyareexperiencingsuccesswithpersonalization.Themajority(87%)reportameasurableliftfromtheirpersonalizationefforts.Half(54%)experiencealiftofmorethan10%,while13%reportaliftofover30%.Thissuccessistranslatingtocontinuedsupportandinvestment.Thevastmajorityoforganizations(97%)plantomaintainorincreasetheirpersonalizationbudgetsthisyear.Inaddition,morethanthreequartersofrespondents(77%)believepersonalizationshouldbeabiggerpriorityintheirorganizationthanitcurrentlyis–up4pointsfromlastyearand13pointsfrom2016.
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©2018RESEARCHSCAPEINTERNATIONAL
MARKETER ATTITUDES TOWARD PERSONALIZATION
Thevastmajorityofmarketers(98%)believethatpersonalizationhasatleastsomeimpactonadvancingcustomerrelationships,whilenearlythreequarters(74%)believepersonalizationhasa“strong”or“extreme”impactonadvancingcustomerrelationships.What is the impact, if any, of personalization on advancing customer relationships?
Sample Size: 300 (All Respondents)
56%
18%
17%
8%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Strongimpact
Extremeimpact
Moderateimpact
Slightimpact
Noimpact
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©2018RESEARCHSCAPEINTERNATIONAL
Importantly,88%believetheirprospects/customersexpectapersonalizedexperience.
Do you think your prospects/customers expect a personalized experience?
Sample Size: 300 (All Respondents)
88%
12%
Yes No
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©2018RESEARCHSCAPEINTERNATIONAL
Yetmarketersdon’tfeelthattheindustryissuccessfullydeliveringpersonalizationtocustomers.Only31%believethatthemarketersarecurrentlygettingpersonalizationright.
Would you agree or disagree with the following statement: Marketers are getting personalization right.
Sample Size: 300 (All Respondents)
69%
31%
Disagree Agree
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©2018RESEARCHSCAPEINTERNATIONAL
Thesentimentofdissatisfactionbecomesmorepronouncedwithinlargecompanies,as83%ofmarketersatorganizationswith$1billionormoreindicatethatmarketersarenotgettingpersonalizationrightcomparedtoanaverageof63%ofmarketersatsmallerorganizations.Cross tab: Would you agree or disagree with the following statement: Marketers are getting personalization right. By company size
33%
67%
39%
61%
37%
63%
38%
63%
39%
61%
17%
83%
0%
25%
50%
75%
100%
Agree DisagreeLessthan$1million $1-9million$10-49million $50-99million$100-499million $1billionormore
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©2018RESEARCHSCAPEINTERNATIONAL
PERSONALIZATION USAGE AND SATISFACTION
Personalizationhasseenwideadoptionasamarketingtactic,with92%ofmarketersreportingusageinsomeway.Threeoutoffourmarketers(77%)areapplyingpersonalizationtoemails–andoneoutoftwoarepersonalizingtheirwebsites(52%).Lessthanathirdareutilizingitwithamobileapp(31%)orwebapplication(24%).
In which of the following digital channels are you using personalization?
Sample Size: 300 (All Respondents)
77%
52%
31%
24%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Website
Mobileapp
Webapplication
Noneoftheabove
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©2018RESEARCHSCAPEINTERNATIONAL
Companieswhomarkettoatleastsomeconsumersaremorelikelytopersonalizetheirmobileapps(45%ofB2Ccompaniesand38%ofhybridB2B/B2Ccompanies)thanarethosewhomarketexclusivelytobusinesses(13%ofB2Bcompanies).B2Bsarealsolesslikelytopersonalizewebapplications(13%comparedto25%ofB2Ccompanies)andmorelikelytofavoremailpersonalizationthananyothergroup(80%).
Cross tab: In which of the following digital channels are you using personalization? By B2B vs. B2C
50%
13% 13%
80%
7%
45%
25%
45%
73%
10%
49%
28%
38%
76%
12%
0%
10%20%
30%40%
50%
60%70%
80%90%
100%
Website Webapplication Mobileapp Email Noneoftheabove
B2B B2C Both
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©2018RESEARCHSCAPEINTERNATIONAL
Manymarketersseeroomforimprovementinthecurrentlevelofpersonalizationintheirmarketingefforts.While70%aremoderatelyorslightlysatisfied,18%arenotsatisfiedatall.Asmallerportion(12%)ofrespondentsareveryorextremelysatisfiedwithcurrentefforts.
Overall, how satisfied are you with the level of personalization in your marketing efforts?
Sample Size: 241 (80% of Respondents)
Respondentsnotsatisfiedwiththeircurrentlevelofpersonalizationoftenfeeltheyareintheearlystagesoftheirpersonalizationjourney.Whilesomesimplydon’tyethavethetoolsortheexpertise,othersfeeltheyhavemoreworktodototrulydelivereffectivepersonalization.
Marketerscitedvariousfactorsthatimpededtheirsatisfactionwiththelevelofpersonalizationintheirmarketingefforts.Feedbackincludes:
• "Wearestillselectingtherighttoolsandtryingtooptimize."• "Wedon'thavethepeopleinplacetomakepersonalizationhappen.
We'veinvestedinthetools,butnotthepeople."• "Thepersonalizationwedoisquitelimitedtoahandfulofcampaigns.
Personalizationshouldbedoneand/orbeapplicabletothemajorityofemailcampaigns."
18%
32%
38%
10%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Notsatisfied
Slightlysatisfied
Moderatelysatisfied
Verysatisfied
Extremelysatisfied
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©2018RESEARCHSCAPEINTERNATIONAL
• "Barelyscratchingthesurfaceofwhatcouldandshouldbedone.We'rejustinthefirstinning."
• "Needmoreexperiencetoconnectwithfuturecustomersonapersonallevel."
Furtherreflectingthesentimentthatmarketersfeeltheystillhavemoreworktodo,whenaskedtogradetheircurrentpersonalizationefforts,nearlyhalfofrespondents(46%)gavethemselvesaC,while29%gavethemselvesaB.
What grade would you give your current personalization efforts?
Sample Size: 241 (80% of Respondents)
6%
29%
46%
17%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
A
B
C
D
F
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©2018RESEARCHSCAPEINTERNATIONAL
Gooddataisessentialforsuccessfulpersonalization.Bringingtherightdatasourcestogetherisaconstantstruggleformarketersacrossindustries.Reflectingthischallenge,morethanhalfofmarketers(55%)feeltheydon’thavesufficientdataandinsightstodriveeffectivepersonalization.Do you feel you have sufficient data and insights for effective personalization?
Sample Size: 241 (80% of Respondents)
45%
55%
Yes No
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©2018RESEARCHSCAPEINTERNATIONAL
MarketersatB2BandhybridB2B/B2Ccompaniesfeelthisdatachallengemoredeeply–58%ofmarketersatB2Bcompaniesand60%ofhybridcompaniesfeeltheydon’thavesufficientdataandinsightsforeffectivepersonalizationcomparedto39%ofB2Cs.
Cross tab: Do you feel you have sufficient data and insights for effective personalization? By B2B vs. B2C
42%
58%61%
39%40%
60%
0%
25%
50%
75%
100%
Yes No
B2B B2C Both
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©2018RESEARCHSCAPEINTERNATIONAL
Alackofcentralizedcustomerdataandinsightsmayimpedecompanies’progresstowardpersonalization:nearlyhalf(48%)storetheircustomerandvisitordatain4ormoredifferentsystems.Themedianandmostfrequentanswer(mode)was3systems,whilethemeanwas4.In how many different systems do you store customer and visitor data?
Sample Size: 235 (78% of Respondents)
1%
8%
22% 22%
15% 16%
6%
1% 2%
5%
1% 1% 0%0%
5%
10%
15%
20%
25%
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20NumberofDataSources
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PERSONALIZATION FORMATS AND TYPES
Themostcommonlyusedpersonalizationformatsarebanners(45%),call-outmessages(40%),inlinecontent(38%),andsurveyquestions(36%).Modalsaretheleastcommonlyusedformat(16%),and12%ofcompaniesdonotuseanyoftheoptions.What personalization formats do you use?
Sample Size: 202 (67% of Respondents)
Toclarifytwooftheseterms,respondentswerepresentedwiththefollowingfootnotes:*Inlinecontentallowsyoutodynamicallyaddorinsertsectionsofcontentonapage/screen/email
**In-pageeditsallowyoutomodifyorremoveexistingtextorimagesonapage/screen/email
45%
40%
38%
36%
30%
29%
25%
16%
6%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Banners
Call-outmessages
Inlinecontent*
Surveyquestions
In-pageedits**
Pop-ups
Informationbars
Modals
Other
Noneoftheabove
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©2018RESEARCHSCAPEINTERNATIONAL
Asemailisthemostcommonchannelforpersonalization,it’snosurprisethat71%ofmarketersapplypersonalizationinemailcontent.Thewebpagesmostoftenpersonalizedarehomepages(45%)andlandingpages(37%),followedbyinteriorpages(28%)andproductdetailpages(27%).One-fifthofmarketerspersonalizetheirblogs(20%),whilenearlyasmanyprovidepersonalizednavigation(18%)andpersonalizedsearchexperiences(17%).
Where do you utilize personalized experiences? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 202 (67% of Respondents)
71%
45%
37%
28%
27%
20%
18%
17%
14%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Emailcontent
Homepage
Landingpages
Interiorpages
Productdetailpages
Blog
Navigation
Search
Pricing
Appscreens
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©2018RESEARCHSCAPEINTERNATIONAL
Marketersmostoftenutilizerule-basedtargetingtosegments(68%)andtriggeredmessages/notifications(52%).Oneoutoffour(26%)usesmachinelearning/algorithmic1-to-1personalization.
Which approach to personalization do you utilize?
Sample Size: 202 (67% of Respondents)
68%
52%
26%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Rule-basedtargetingtosegments
Triggeredmessages/notifications
Machinelearning/Algorithmic1-to-1
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©2018RESEARCHSCAPEINTERNATIONAL
Amongthosenotyetusingmachinelearning,26%ofmarketersatB2Borganizations,55%atB2Corganizations,and49%atorganizationsthatarebothB2BandB2Cplantowithinthenextyear.
Cross tab: Do you have any plans to begin using machine-learning/algorithmic personalization in the next year? By B2B vs. B2C
Sample Size: 110 (37% of Respondents)
26%
74%
55%
45%49% 51%
0%
25%
50%
75%
100%
Yes NoB2B B2C Both
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©2018RESEARCHSCAPEINTERNATIONAL
Whenaskedhowtheyarepersonalizingtheiremailcampaignsinparticular,threeoutoffourcompanies(76%)indicatedthattheyincorporatecustomers’firstnamesand/orcompanies’namesintothemessageorsubjectlines.Halfpersonalizebytailoringmessagingorpromotionsbyaudiencesegment(52%),providingproductorcontentrecommendationsbyaudiencesegment(51%),orpersonalizingemailmessagesatsendtime(49%).Onlyaquarterofemailcampaigns(25%)arepersonalizeddowntotheindividuallevel,includingproductorcontentrecommendationsandtailoredmessagingorpromotions.Amereeighth(13%)ofrespondentsarepersonalizingemailsatopentime.
How are you personalizing your email campaigns?
Sample Size: 173 (58% of Respondents)
76%
52%
51%
49%
35%
25%
25%
20%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Firstnameand/orcompanynameinthemessageorsubjectline
Tailoredmessagingorpromotionsbyaudiencesegment
Productorcontentrecommendationsbyaudiencesegment
Emailmessagespersonalizedatsendtime
Triggeredemailssentbasedonvisitor/user/shopperbehaviors
Productorcontentrecommendationsperindividual
Tailoredmessagingorpromotionsperindividual
Triggeredemailssentbasedonproductorcontentcatalogchanges
Emailmessagespersonalizedandupdatedatopentime
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©2018RESEARCHSCAPEINTERNATIONAL
Marketersmostoftenconsidercampaignsource(43%),location(39%),anddemographics(37%)whentargetingtheiraudiencetopersonalizethecustomerexperience.Athirdlookmorecloselyatindividualuserbehavior–includingproductspurchased(36%),clicks(33%),andpages/contentviewed(32%).
Marketerslessfrequentlyconsiderauser’sstageofthecustomerjourney(24%)andpreviousvisitbehavior(23%).Which of the following criteria do you use for targeting your audience in order to personalize the experience? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 202 (67% of Respondents)
43%
39%
37%
36%
33%
32%
27%
25%
24%
23%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Campaignsource
Location
Demographics
Productspurchased
Clicks
Pages/contentviewed
Company
Browser
Stageofcustomerjourney
Previousvisit(s)behavior
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©2018RESEARCHSCAPEINTERNATIONAL
MEASUREMENT AND BUDGETS
Marketersgaugethevalueofpersonalizationbylookingatimprovementsinconversionrates(51%)andclickthroughrates(49%)mostoften.Marketersalsociteincreasedrevenue(37%)andpageviews(32%)asmeanstheircompanyusesformeasuringtheeffectivenessofpersonalization.
Do you measure the value of personalization by improvements in…? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 193 (64% of Respondents)
51%
49%
37%
32%
26%
19%
19%
19%
17%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Conversionrate
Clickthroughrate
Revenue
Pageviews
Timeonsite
Customersatisfactionrates
Retention/renewalrate
Profit
Bouncerate
Wedon’tmeasurethebenefits
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©2018RESEARCHSCAPEINTERNATIONAL
Thetopfivebenefitsofpersonalizationthatmarketersarerealizingincludepositiveeffectsonthebrand-customerrelationship–suchasincreasedvisitorengagement(55%),improvedcustomerexperience(55%),andimprovedbrandperception(39%)–andontheorganization’sbottomline,intheformofincreasedconversionrates(51%)andincreasedleadgeneration/customeracquisition(46%).
What are the main benefits you see from personalization for your organization? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 132 (44% of Respondents)
55%
55%
51%
46%
39%
27%
25%
24%
20%
20%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Increasedvisitorengagement
Improvedcustomerexperience
Increasedconversionrates
Increasedleadgeneration/customeracquisition
Improvedbrandperception
Increasede-commercerevenues
Increasedcustomerlifetimevalue/loyalty
Increasedvalueofothermarketingprograms
Reducedchurn/increasedretention
Makesme/myteamlookgood!
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©2018RESEARCHSCAPEINTERNATIONAL
Themajorityofmarketers(87%)reportameasurableliftfrompersonalization.Half(54%)experiencealiftofmorethan10%,while13%reportaliftofover30%.What percentage improvement or “lift” are you generally seeing from personalization efforts?
Sample Size: 193 (64% of Respondents)
13%
33%
27%
13%
7%
4%
2%
0% 25% 50% 75% 100%
None
1-10%
11-20%
21-30%
31-50%
50-75%
76-100%
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©2018RESEARCHSCAPEINTERNATIONAL
Andthisyear,6%ofmarketersrespondedthattheyseealiftofover50%,upfrom2%fromlastyear.
Sample Size: 2017 – 104 (50% of Respondents)
2018 – 193 (64% of Respondents)
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©2018RESEARCHSCAPEINTERNATIONAL
Themajorityofrespondents(97%)plantomaintainorincreasetheirspendingonpersonalization.Formostcompanies(60%),thebudgetforpersonalizationwillremainthesamein2018astheyearprior.
Compared to last year, how will your personalization budget/spending change this year?
Sample Size: 193 (64% of Respondents)
60%
37%
3%
0% 25% 50% 75% 100%
Staythesame
Increase
Decrease
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Companieswhomarkettoconsumersaremorelikelytoincreasespendingonpersonalizationin2018:53%ofB2Csand43%ofhybrids(B2CandB2B)willbumpupallocationsintheirbudgets,whilejust25%ofB2Bswilldothesame.Companieswhomarkettobusinessesonly(B2Bs)aremorelikelytokeepthingssteady:72%willmaintaincurrentspending,comparedto(44%and54%respectively)ofothercompanytypes.
Cross tab: Compared to last year, how will your personalization budget/spending change this year? By B2B vs. B2C
25%
72%
3%
53%44%
3%
43%
54%
3%0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Increase Staythesame Decrease
B2B B2C Both
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©2018RESEARCHSCAPEINTERNATIONAL
Overhalfoforganizations(52%)havepersonnelfocusedonpersonalizationin2018.
Do you have personnel focused on personalization?
Sample Size: 179 (60% of Respondents)
52%
48%
Yes No
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©2018RESEARCHSCAPEINTERNATIONAL
Companieswhouserecommendationsenginesand/orpersonalizationplatformsweremorelikelytoemployeepersonnelfocusedonpersonalization(87%and79%respectively)thanthoseusingothersolutions.
Cross tab: Do you have personnel focused on personalization? By tools used to execute personalization
58%
36%
6%
50%44%
7%
66%
25%
9%
79%
19%
2%
55%
39%
6%
87%
13%
54%
42%
4%
0%
25%
50%
75%
100%
Yes No DonotknowA/Btesting Emailpersonalizationtool Exit/bouncemessagingtool
Personalizationplatform Pushnotifications Recommendationsengine
Triggeredemailsolution
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©2018RESEARCHSCAPEINTERNATIONAL
Moststaffworkingonpersonalizationdosoonapart-time(59%)ratherthanfull-time(41%)basis.Is this their full-time responsibility or their part-time responsibility?
Sample Size: 88 (29% of Respondents)
59%
41%
Part-time Full-time
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LEVEL OF CORPORATE ADOPTION
Threeoutoffourmarketers(77%)believepersonalizationshouldbeabiggerpriorityintheirorganizationthanitcurrentlyis–anumberthathasgrowneveryyearsince2016.
Do you believe personalization should be a bigger priority in your organization than it is currently?
Sample Size: 2016 – 165 (66% of Respondents)
2017 – 165 (80% of Respondents)
2018 – 173 (58% of Respondents)
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Marketerssaidthegreatestobstaclestomakingpersonalizationabiggerpriorityintheirorganizationsinvolvelackingresources–primarilybudget(51%),personnel(49%),andknowledge/skills(40%).Aboutathirdpointedtotechnicalissues,suchaspoortechnologysolutions(34%),lowqualitydata(31%),andaccesstodata(31%).
Fewermentionedalackofexecutivesponsorship(24%)orcompanyculture(18%)ashindrances,suggestingenthusiasmforpersonalizationispresentinmanyorganizations.What are the greatest obstacles to making personalization a bigger priority in your organization? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 134 (45% of Respondents)
51%
49%
40%
34%
31%
31%
28%
28%
25%
24%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Lackofbudget
Lackofpersonnel
Lackofknowledge/skills
Poortechnologysolutions
Lowqualitydata
Accesstodata
Lackoforganizationalalignment
ITdepartmentconstraints
Toomanytechnologysolutions
Lackofexecutivesponsorship
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©2018RESEARCHSCAPEINTERNATIONAL
Mostmarketersthinktheirorganizationshaveplentyofroomtogrowintermsofpersonalizationmaturity:half(52%)ratedtheirorganization’scurrentstageaslimited,whilejustoneoutoften(11%)felttheirswasadvancedorbest-in-class.
How would you rate your organization's personalization maturity?
Sample Size: 186 (62% of Respondents)
52%
33%
8%
4%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Limited
Moderate
Advanced
Non-existent
Best-in-class
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Theabilitytoconnectdifferentchannelsisessentialforomnichannelpersonalization.Aquarteroforganizations(27%)havehalformoreoftheirchannels’insync,butjustasmany(27%)don’thaveanychannelsconnected.Thelargestgroupofrespondents,nearlyhalf(46%),hasconnectedafewchannels.Which of the following describes your company's approach to omnichannel personalization?
Sample Size: 186 (62% of Respondents)
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©2018RESEARCHSCAPEINTERNATIONAL
Thetwotoolsmarketersusemostoftentoexecutepersonalizationacrossdigitalchannelsareemailpersonalizationtools(64%)andA/Btesting(55%).Triggeredemailsolutions(36%)andpersonalizationplatforms(26%)roundoutthetopfour.Lesscommonareexit/bouncemessagingtools(17%),recommendationsengines(17%),andpersonalizedsearchtools(8%).
What tools are you using to execute personalization across your own digital channels? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 186 (62% of Respondents)
64%
55%
36%
26%
18%
17%
17%
15%
8%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Emailpersonalizationtool
A/Btesting
Triggeredemailsolution
Personalizationplatform
Pushnotifications
Exit/bouncemessagingtool
Recommendationsengine
In-appmessaging
Personalizedsearchtool
Other
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DEMOGRAPHIC QUESTIONS
Abouthalfofrespondentswereeitherdirectorsofmarketing(25%)ormarketingmanagersorteammembers(22%).AfewotherswereCEOs/GMs/divisionheads(7%),whileanother6%wereVPs/SVPsofmarketing,online/digitalwebmarketers,inmarketingoperations,ordataanalysts/datascientists.
Which of the following titles best reflects your role? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 198 (66% of Respondents)
25%
22%
7%
6%
6%
6%
6%
4%
2%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Directorofmarketing
Marketingmanagerorteammember
CEO/GM/Divisionhead
VP/SVPmarketing
Online/digital/webmarketer
Marketingoperations
Dataanalyst/datascientist
Online/digital/webmarketing
Merchandiser
Emailmarketing
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Aboutfouroutoftenrespondentsworkedineithertechnology(21%)orfinance&insurance(18%).Othercommonsectorsincludedretail(9%),othermanufacturing(7%),education(6%),andotherservices(6%).
What is your organization’s industry? - Top 10
Note:Showingonlythetop10mostselectedoptions.
Sample Size: 198 (66% of Respondents)
21%
18%
9%
7%
6%
6%
5%
5%
5%
3%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Technology
Finance&Insurance
Retail
OtherManufacturing
Education
OtherServices
HealthCare
Media&Entertainment
Telecommunications
ConsumerElectronics
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Morethanathirdofrespondents(36%)camefromorganizationswith$500millionormoreinannualsales(26%with$1billionormore).Another15%workedatorganizationswithannualsalesof$10-49million.
What are your organization's annual sales?
Sample Size: 198 (66% of Respondents)
14%
9%
15%
12%
14%
10%
26%
0% 25% 50% 75% 100%
Lessthan$1million
$1-9million
$10-49million
$50-99million
$100-499million
$500-999million
$1billionormore
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Forevery10companies,4wereB2Bs(41%),2wereB2Cs(20%),andtheremaining4werehybridsofthetwo(38%)in2018.Is your company B2B, B2C or both?
Sample Size: 198 (66% of Respondents)
41%
38%
20%
0% 25% 50% 75% 100%
B2B
Both
B2C
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Theoverwhelmingmajorityofrespondents(93%)werelocatedintheU.S.Another2%eachwerefromIndia,theU.K.,Canada,andGermany.(Totalexceeds100%duetorounding.)
What country are you located in?
Sample Size: 189 (63% of Respondents)
93%
2%
2%
2%
2%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
UnitedStates
India
UnitedKingdom
Canada
Germany
Austria
China
Switzerland
Other
39SURVEY RESULTS PAGE 39
©2018RESEARCHSCAPEINTERNATIONAL
APPENDIX A - RESEARCHSCAPE METHODOLOGY
OnbehalfofEvergage,Researchscapeconductedasurveyof300respondentsfrom5countriesinordertobetterunderstandthebehavior,usage,andattitudesofmarketingprofessionalstowardpersonalization.TheonlinesurveywasfieldedfromFebruary22toMarch28,2018.Thesurveyresultswerenotweighted.
Throughouttheresearchprocess,ResearchscapefollowedaTotalSurveyQualityapproachdesignedtominimizeerrorateachstage.TotalSurveyQuality,alsoknownasTotalSurveyError,recognizesthatmultiplesourcesoferrorcanreducethevalidityofsurveyresearch.