2020年个性化报告.pdfVIP

Adobe Personalization Survey Executive Overview • In January and February 2020, Adobe conducted research on over 400 digital marketers and over 1,000 adult consumers on topics related to digital experience personalization • Marketers were asked questions relating to the priority of personalization, budget allocation, use cases, and benefits seen including return on investment • Consumers were asked questions relating to their perception and awareness of personalization, their perceptions of being personalized to, and their relationships with brands across a variety of devices ©2020 Adobe. All Rights Reserved. Adobe Confidential. Digital Marketer Survey Extent of Personalization Digital Maturity: Mostly, We’re Doing OK Most organizations give themselves ‘passing grades’: digitally mature with room to improve, and holding steady within their industry Digital maturity Comparative performance Nonexistent Emergent Focused Advanced 6% 28% 39% 27% × limited or no data, o basic data ↑ data, content and  data and content 4% 62% 34% × data and content in available, processes mostly integrated, silos, o some content somewhat  best practices × no automation, integration, integrated, generally followed, losing ground holding steady