The State of Personalization in Financial Services – 2018

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  • Sponsored by The Relevancy Group

    Written by David Daniels with Nicholas Einstein Email Marketing, Everychannel Marketing, Financial Services, Personalization, AI/ML, Individualization

    About: Published on 11/12/18, The Relevancy Group analyzes the state of personalization in the financial services industry. This research investigates the 2018 personalization aspirations, budgets, and tactics of financial services marketers. Additionally, we review what they look for in a personalization vendor and what is most important in their selection process.

    Key Questions:

    How are financial services marketers embracing personalization?
    What are financial services organizations spending on personalization technologies and what is the outlook for 2019?
    What email personalization tactics are financial services marketers embracing and what opportunities are they missing?

    Report Excerpt:
    Key Findings
    Only 46 percent of financial services marketers regularly optimize email marketing content by utilizing some type of personalization or dynamic content to display different content assets to different subscribers. When reviewing how financial services marketers utilize personalization, they are more sophisticated than other industries. Financial services marketers on average are budgeting $1.1 million for personalization technologies in 2018, which is approximately $110,000 more than the average of their peers across other industries. Sixty percent of financial services marketers state that the ability to test human-curated recommendations against machine learning and AI-based output and the ability to quickly and easily deploy the solution is extremely important in their selection of personalization and recommendation technologies.

    The Research: 7 pages, 5 graphics, 1,900 words. Part of our Research Subscriber Series, Subscribe and Save | TRGSS1818

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