January 17, 2017
The survey polled 144 ecommerce executives mostly in North America.
Another study looked into what types of personalization technology business executives use. More than half of senior business-to-consumer (B2C) marketers worldwide told CEB in July 2016 that they relied on tools like web analytics software, customer relationship management (CRM) and content management systems.
Email marketing is an area ripe for marketing technology adoption, as it is a widely used and critical tactic for the retail industry. Even weeks after the holiday, retailers from Amazon to Toys "R" Us have not let up on their email efforts.
Retail marketers manipulate data to personalize their email campaigns in a number of ways. According to a January survey from Magnetic and Retail TouchPoints, roughly half of executives said they use data to target email to unique groups, or to tailor creative. Another 48% said they send triggered emails based on a specific data point.