1、Future of Marketing:Why Personalization MattersB Y A D I G A S K E L Lin partnership with01Introduction0102Key Findings0303Profile of Respondents0504Section 1:Current Personalization EffortsSection 2:Importance of Data and AnalyticsSection 3:Investment Trends in Personalization0605130618Conclusion07

2、23Table of Contentin partnership with01INTRODUCTIONIn 2006,the mastermind behind the UK supermarket giant Tescos marketing success,Clive Humby,remarked,data is the new oil.The remark was driven by the huge insights Tesco gained from their ground-breaking Clubcard loyalty card that an ever-growing po

3、ol of customers was using,each time they shopped at a Tesco outlet.The value of data comes in large part because of its ability to allow organizations to first understand their customers more thoroughly and then deliver personalized services that are tailored to their unique needs.In our business,we

4、 are helping brands have better relationships with customers,and so weve heard from them that personalization is essential today,Meagan White,Vice President of Marketing at customer engagement software company MoEngage,says.Consumers have expectations that brands are personalizing experiences for th

5、em,and its moved from just collecting data on demographics or purchase history to trying to create a one-to-one experience based on deeper insights like behavioral patterns or affinity.To understand the current state of personalization across the economy,ClickZ in partnership with MoEngage surveyed

6、107 directors and marketing executives from across the US.She adds,So,with the survey,we wanted to understand what marketers are doing to create this personalized approach.How are they thinking about personalization as it applies to their overall marketing strategy and customer outreach approach?107