Just 6% of marketers are making use of advanced capabilities including personalizing campaigns with collaborative filtering and predictive models. Marketers with advanced data access including the option to personalize data are up to 2.8X more likely to succeed with collaborative filtering and predictive models.
copyright by www.forbes.com
These findings and more are from a study recently completed by Blueshift in collaboration with TechValidate titled Activating Customer Data for Powered Marketing. In February 2018 TechValidate and Blueshift conducted an online study involving 200 marketers from 198 companies in nine industries who are involved in business-to-consumer (B2C) marketing. A series of e-mail campaigns targeting respondents included a cash incentive to increase response rates. Additional details of the methodology and respondent demographics can be found on page 15 of the study.
Key takeaways from the study include the following:
43% of marketers are using Artificial Intelligence () including for expanding their audiences today. Also just over a third (39%) are using
Just 6% of marketers are making use of advanced
Marketers with advanced data access including the option to personalize data are up to 2.8X more likely to succeed with collaborative filtering and predictive models. Marketers with advanced data access are 2.4X more likely to use predictive affinities for segmentation. Advanced access is defined in the study as having full access including the ability to drive advanced personalization and alerts or triggers without IT or Data Scientist help.
Marketers who have direct access to customer data across their enterprises are 1.6X more productive than their more data-constrained counterparts. 35% of marketers are using 50% or more of the available data in their enterprises for campaigns. Access is often manual, IT-controlled and limited by the available time of system analysts and IT teams to get to their requests. Enabling marketers to have advanced access sets the foundation for more campaigns to be created and revenue results achieved. […]
0 Comments