Although social graph data is the type of information used by the fewest digital marketers to personalize the online experience, the vast majority who use this data report a high impact on ROI and engagement, per results from an Econsultancy survey released in June 2012, in association with Adobe. Just 6% report using social graph data for personalization, but 88% of those say it has a high impact on both ROI and engagement. By comparison, a plurality (34%) personalize based on personal data such as name and gender, with a relatively smaller 53% saying that this is highly effective for their ROI, and 71% saying it has a high impact on engagement. Read the rest at MarketingCharts.
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