The following is the Web content report 2021 From Altimeter recommended by recordtrend.com. And this article belongs to the classification: artificial intelligence, Investment & Economy, research report.
According to a report by altimeter, personalization remains the top priority of global enterprise business.
Among the companies surveyed, 49% of content team executives said that they would give priority to investing in technologies that can achieve real-time delivery and personalization; 46% of executives will use better data to create personalized content to serve customers. 34% of respondents also plan to give priority to investment in platforms, people and processes to expand the production scale of personalized content.
43% of respondents want to develop better content review and approval processes for compliance and quality improvement; 27% of respondents will give priority to better technology to measure the effect of content.
Artificial intelligence and real time personalization
While 30% of respondents believe that content strategy is based on a combination of company goals, competitor analysis, audience needs and data, 18% of respondents integrate AI insights into this combination.
Most respondents said they were able to provide personalized content in real time. 29% of the respondents deployed personalized advertising, e-mail, websites and mobile content in real time based on limited and determined customer actions or profiles; 18% of respondents were able to personalize advertisements or e-mails in a limited way. Another 18% are using artificial intelligence to create customer segmentation and analyze content.
19% of senior content executives said their customer base was created based on AI driven demographic, behavioral and psychological data analysis and enhanced by third-party data. 30% of executives create customer segments based on demographic and behavioral data and apply them to different stages.
In addition, some respondents are using AI to test and optimize content. About 24% of respondents are testing data-based content.
data sources
The most common sources were website analysis (63%), social media indicators (59%) and customer surveys or research (58%). 23% of respondents used data purchased from third-party databases.
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