Personalization is hot right now, and marketers are turning to data to create a single customer viewpoint—but that doesn’t mean they’ve got it down pat. In fact, a May 2014 study by Forrester Consulting, commissioned by ExactTarget Marketing Cloud, found that, despite all the buzz about ramping up personalization efforts, just 18% of US digital marketing decision-makers considered creating a personalized customer experience across multiple digital touchpoints as one of their top three goals.
Respondents also weren’t getting down to the nitty-gritty when using personalization, with 86% agreeing that they used broad segmentation techniques to execute campaigns in individual digital channels and 83% turning to simple business rules for targeting across digital. More advanced tactics, such as real-time, self-learning analytics and machine learning and artificial intelligence algorithms, were less common for driving personalization across digital channels. Read the rest at eMarketer.