July 16, 2014, 10:56 AM

Web sites and e-mail represent personalization hot spots

An Experian survey says most companies have or are planning personalized marketing programs.

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46% of retail and other companies personalize marketing on more than one sales channel, with 28% of companies in the process of doing so and 13% planning such projects in the next six to 12 months, according to a survey by Experian Information Solutions Inc.

Experian based its findings on a survey conducted in June of 250 enterprise professionals from such U.S. sectors as retail, manufacturing, automotive, financial services and travel.

Among those respondents who said their companies already engage in personalization efforts, the most popular channels were:

• Company web site, cited as having personalization by 80% of those respondents

E-mail, 76%

• Point of sale, 69%

• Call center, 61%

Mobile, 47%

For those respondents who say they work directly in marketing, e-mail was “actually the most popular channel for personalization,” the report says. Respondents also came from such areas as customer service, information technology, sales, finance, management and operations.

When asked by Experian what “processes [have been] improved by personalization,” respondents cited the following areas:

• Customer prioritization, 69%

• Cross-sell or up-sell offers, 63%

• Relevancy of loyalty offers, 58%

• Brand integrity, 51%

• Efficiency for internal routing, 49%

The survey also asked respondents about their main challenges with personalization. They include:

• Gaining insight quickly enough, cited by 40% of respondents

• Having enough data, 39%

• Inaccurate data, 38%

• Lack of budget, 28%

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