Personalization platform company Evergage recently published its annual research report on the state of personalization, 2016 Trends in Personalization, which found that 85% of the marketers surveyed are using personalization. However, most companies’ initiatives barely make the grade, with the majority of marketers giving their own (55%)—and their competitors’ (63%)—campaigns a grade of “C” or lower, according to the research, conducted with Researchscape International.

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Author Notes:

Jeffrey Henning

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Jeffrey Henning, IPC is a professionally certified researcher and has personally conducted over 1,400 survey research projects. Jeffrey is a member of the Insights Association and the American Association of Public Opinion Researchers. In 2012, he was the inaugural winner of the MRA’s Impact award, which “recognizes an industry professional, team or organization that has demonstrated tremendous vision, leadership, and innovation, within the past year, that has led to advances in the marketing research profession.” In 2022, the Insights Association named him an IPC Laureate. Before founding Researchscape in 2012, Jeffrey co-founded Perseus Development Corporation in 1993, which introduced the first web-survey software, and Vovici in 2006, which pioneered the enterprise-feedback management category. A 35-year veteran of the research industry, he began his career as an industry analyst for an Inc. 500 research firm.