Cxense Survey Data Shows Increased Need for Creating Individualized Experiences Online

At Cxense Experience Americas, new data from a survey by Cxense, the global leader in real-time data management and personalization solutions, found publishers understand the critical need for data for their business, but many still lag behind on using it to improve user experiences and digital revenue.

At the event where more than 200 media and publishing executives gathered to industry’s largest trends, Cxense shared the key findings of the survey, including:

    Eighty-one percent of companies believe that data is critical or very important to the success of digital publishers.
    On the other hand, 69 percent of companies do not personalize their homepage or landing pages based on individual users.
    Fifty-nine percent of companies send email newsletters to users, but 62 percent of companies do not personalize the content in email newsletters, and only 13 percent plan on starting to send personalized email newsletters in the next twelve months.
    Lastly, 53 percent of companies do not have a strategy to deal with ad-blockers.

“In this day and age, users expect personalization,” said Ståle Bjørnstad, CEO, Cxense. “But expectation is a different word than implementation—and that’s our job at Cxense—to offer customers around the world the best and most current technology to engage their audience and boost their digital revenue.”

The survey further illustrates the importance of embracing personalization based on understanding customers’ actions and preferences. Although personalization had been deemed essential, the results of this survey indicate that digital media companies need to take action on the data they have in order to create greater user experiences. Major companies like The Wall Street Journal and USA Today, both customers of Cxense, have created an experience tailored to their readers.

“There is no denying that digital publishing is undergoing a huge shift driven by personalization, ad blocking, data management and more,” said Lauren Pedersen, VP Global Marketing, Cxense. “The entrance of new technologies must be coupled with the necessary support to make it easy for publishers to implement a data strategy. We are committed to playing that role in the industry, offering solutions that are quick to get up-and-running at a cost that beats all others in the industry.”

Cxense’s survey was administered in conjunction with Editor & Publisher in October 2015. The survey included questions about data, personalization, data management platforms, and ad-blocking. A total of 287 respondents from the publishing industry completed the survey.