Future in personalization

The survey conducted in 2015 by Teradata – 2015 Global Data-Driven Marketing Survey shows the value of personalization for all marketing activities in the forthcoming future. According to Darryl McDonald, president of Teradata, “The results of the analysis clearly show that the future of marketing will be focused around addressing expectations of individual consumers. Nowadays marketers look primarily for credible, targeted and based on reliable data reports, which will help them understand, appraise and respond to the expectations of our customers.”

Briefly summarizing the results of the research carried out:

  • 90% of surveyed marketers identify personalized marketing as a priority. Marketers expect transition from customer segmentation to contextual real-time personalization customer communication.
  • According to 83% of respondents, personalized content should be delivered multi-channel and consistency of communication across all channels is crucial; however, for almost half of respondents (44%) it now presents a problem.
  • 38% of respondents considered the increase of efficiency in terms of acquiring and retaining customers to be the most serious challenge. Marketers indicated provision of support in respect of achievement of business objectives as the second most significant challenge (29%).
  • Data-based marketing is now more than twice as popular as 18 months ago. 78% marketers declare regular use of data for marketing purposes, compared to 36% in 2013.
  • Marketing specialists still face problems while personalizing offers and communication. Only 50% of those surveyed routinely take data-driven actions designed to build consumer engagement, and 44% of respondents admitted that their organizations lack consistent, multi-channel communications. In addition, 80% of marketers stresses that excessive separation of marketing data limits access to statistics on multi-channel campaign effectiveness. The integration of marketing and technology becomes a strategic priority.
    Prepared based on: Teradata Research – 2015 Global Data-Driven Marketing Survey