2 SURVEY RESULTS PAGE 22018 RESEARCHSCAPE INTERNATIONALEXECUTIVE SUMMARYTo help organizations better understand the key benefits, current usage and barriers to adoption of personalization, along with marketers’ plans for the next 12 months, Evergage and Researchscape International surveyed 300 marketing professionals from five countries in 19 different industries. The online survey was fielded from February 22 to March 28, 2018. Marketers overwhelmingly agree (98%) that personalization helps advance customer relationships, with 74% claiming it has a “strong” or “extreme” impact. Nearly 9 out of 10 (88%) state that their customers and prospects expect a personalized experience. However, this year, we found that marketers are more unsatisfied with their current efforts and are less confident in their ability to achieve successful personalization today. Only 12% of marketers are “very” or “extremely” satisfied in the level of personalization in their marketing efforts, while 38% are “moderately” satisfied. One reason for this dissatisfaction likely stems from the challenge marketers face in bringing customer data together (55% of marketers don’t feel they have sufficient data and insights for effective personalization, while marketers store their customer data in a mean of four different systems). They also face challenges tracking customer journeys and linking insights across channels (e.g. web, mobile, email and others), as 46% of marketers have a few channels connected while 27% have no connections. As a result, marketers generally feel that they have further to go before reaching personalization maturity, as 52% rate their organization’s personalization maturity level as “limited” while only 8% rate it as “advanced.” Yet, marketers state that they are experiencing success with personalization. The majority (87%) report a measurable lift from their personalization efforts. Half (54%) experience a lift of more than 10%, while 13% report a lift of over 30%. This success is translating to continued support and investment. The vast majority of organizations (97%) plan to maintain or increase their personalization budgets this year. In addition, more than three quarters of respondents (77%) believe personalization should be a bigger priority in their organization than it currently is – up 4 points from last year and 13 points from 2016. 3 SURVEY RESULTS PAGE 32018 RESEARCHSCAPE INTERNATIONALMARKETER ATTITUDES TOWARD PERSONALIZATIONThe vast majority of marketers (98%) believe that personalization has at least some impact on advancing customer relationships, while nearly three quarters (74%) believe personalization has a “strong” or “extreme” impact on advancing customer relationships. What is the impact, if any, of personalization on advancing customer relationships Sample Size: 300 (All Respondents) 56% 18% 17% 8% 2% 0%10%20%30%40%50%60%70%80%90%100% Strong impact Extreme impact Moderate impact Slight impact No impact4 SURVEY RESULTS PAGE 42018 RESEARCHSCAPE INTERNATIONALImportantly, 88% believe their prospects/customers expect a personalized experience. Do you think your prospects/customers expect a personalized experience Sample Size: 300 (All Respondents) 88% 12% YesNo 。。。。。。