The most important goal of a data-driven marketing strategy is to personalize the customer experience, with this of far greater importance than customer acquisition or measuring ROI, according to the latest study [download page] from Ascend2 and its Research Partners. Luckily, with marketers confident in their data-driven strategies, few feel that personalizing the customer experience is a significant barrier.
Instead, integrating data across platforms and enriching data quality and completeness are considered more significant barriers to data-driven marketing success, per the 229 respondents.
However, various personalization tactics differ in both perceived effectiveness and difficulty, per the report’s findings. The most effective data-driven personalization tactic is email message personalization, cited by 47%. Indeed, increased personalization ranks as the leading method by which US companies feel they can improve email interaction among subscribers, according to recent Experian Data Quality research.
Beyond email, marketers also consider targeted landing pages (43%) and contact data segmentation (38%) to be effective forms of personalization. Interestingly, triggered emails (36%) are slightly further down the list, despite having high response rates as evidenced by these benchmarks.
Web content personalization is not perceived to be as effective as email message personalization, but that may be related to difficulty. Indeed, marketers feel that web content is one of the most difficult personalization tactics to execute, behind only lead intelligence collection.
In order to build content personalization capabilities, research from Forbes Insight and PwC indicates that marketers are prioritizing strong data collection and analytics as well as improving their content creation and distribution speed.
About the Data: The Ascend2 data is based on a survey of 229 marketing influencers around the world. Respondents were fairly evenly split between B2B (41%) and B2C (36%) channels (the remainder marketed to B2B and B2C equally). The majority (70%) come from companies with more than 500 employees.