EPiServer, a provider of software platforms that drive online engagement, conducted a survey of more than 100 companies at the Web 2.0 Expo that revealed that 34 percent of the respondents said that personalized campaigns have delivered "highly effective and measurable ROI," while 14 percent had seen "better response rate than mass-market" delivery methods such as print, TV, and newspaper advertising. Nearly half of those surveyed said that their companies currently use up to 40 percent of their marketing budgets on personalized communications, with that number expected to increase in the next 6-12 months.
Additionally, 45 percent of those surveyed said that their company's personalized campaigns would be "better with more relevant data." More than 60 percent of the respondents also rated currently available personalization software as either "satisfactory," "poor," or "very poor." The survey was conducted at the 2011 Web 2.0 Expo in San Francisco, California and targeted CEOs, Vice Presidents, Directors and Marketing Managers.