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Consumers Want Control, Not Personalization: Alliance Data Study

We’ve made this point before, but new surveys keep driving it home: marketers are more excited about personalization than consumers. Alliance Data puts it clearly: “Nearly 98 percent of marketers claimed personalization was an important or very important need while consumers rated all but two personalization-related needs as unimportant.” What does matter? The report says that control over email frequency is consumers’ top unmet need. An important read.

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Personalization Works Best When Brands Build Long-Term Relationships: Monetate Report

March 14, 2019

We wrote yesterday about marketers doing too much personalization, so it seems only fair to cover this Monetate report that personalization correlates with strong financial performance. But there’s less contradiction than it seems: companies with the best results are targeting lifetime value and loyalty while those focused immediate revenue or conversion lagged substantially. In other words, personalization works when it meets real customer needs.

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Optimizely Buys Welcome to Add Marketing Resource Management

December 2, 2021

Digital experience platform Optimizely is further expanding its scope with a deal to buy Welcome, which provides content management, digital asset management, and marketing resource management.  You may recall that Optimizely itself was purchased in September 2020 by Episerver, which then adopted the Optimizely name.  And who could forget that they bought the Zaius CDP in March 2021?

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