Quarterly Digital Intelligence Briefing: Personalisation, Trust and Return on Investment

This report is part of the Quarterly Digital Intelligence Briefing bundle.

Econsultancy's fifth Quarterly Digital Intelligence Briefing, produced in partnership with Adobe, looks at the extent to which organisations personalise the web experience, how they measure the impact of personalisation and how the use of data will evolve in the light of consumer privacy concerns. The research is based on a survey of around 400 marketers in Europe and the United States.

The following sections are featured in the report:

• The ability to personalise the web experience is becoming a fundamental requirement
• How are marketers personalising the web experience?
• How companies measure ROI
• Best practices for personalisation
• Test, test, test: use of data and testing to maximise conversions
• What does the future hold?

Findings include:

• Just over a third of companies surveyed are able to target personalised web content in the right context in real-time.
• Only 32% of respondents view their current content management systems as useful enablers of personalisation.
• The impact of personalisation on ROI and engagement is most typically measured by the increase in conversions.

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