Marketers continue to increase focus—and dollars—on personalization, but recent research suggests they’re still stuck on the basics. In an April 2015 study by Researchscape for Evergage, 49% of marketers worldwide expected to increase their spending on personalization this year, vs. just 8% who intended to decrease budgets. However, based on a June 2015 study by VB Insight, marketers rely on beginner metrics when it comes to such efforts.
When asked about the types of personal/identity-related data used for personalization purposes, marketers were most likely to cite the basics, such as email address (57%), name (45%), location (41%) and demographics (40%).
