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Personalization in marketing - ways of using data 2016

Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016

The data displays the ways business used data to create personalized experiences as of November 2016. During a global survey, 61% of responding marketers stated they used offline analytics to determine target audience propensity.

Lookalike advertising engine	87
In-store or customer service clienteling tied to digital channel behavior	83
Dynamic content / promotion generator	75
Digital agility tool - javascript layer	75
Real-time chat	73
Product recommendation engine (determine which individuals see which products)	71
Online targeting to alter digital experiences based on behavioral attributes	69
Web experience engine (determine which individuals see which content)	62
Offline analytics to determine target audience propensity	61
E-mail experience engine (determine which individuals get which e-mails, when)	60
A/B or MVT testing	59
Ad retargeting based on site activity	58
Online targeting to alter digital experiences based on demographic, technographic or other static attributes	57
Triggered e-mails (abandoned cart, browse)	55

Personalization in marketing - ways of using data 2016

StatInvestor