When asked about the types of personal/identity-related data used for personalization purposes, marketers were most likely to cite the basics, such as email address (57%), name (45%), location (41%) and demographics (40%). More advanced figures, such as location-related data (18%), lifestyle details (15%) and psychographics (8%), were far less common.
Q1 2015 research by Econsultancy and IBM found similar results. When it came to understanding customer behavior—necessary for effective personalization—marketers in North America were most likely to use customer service history (71%) and demographic profiles (66%). Past online purchases as well as offline interactions and geolocation were used by fewer than half of respondents.