Content creators use both online and offline data to personalize content Figure 11: What sources of data do you use to create personalized/customized content? Companies are increasingly becoming better at using data to inform content personalization, both at the creation and delivery stage. Website analytics 63% Unsurprisingly, website analytics are the top source of relevant data for personalization, given that most content resides on the company website and it is the source of both performance data as well as behavioral insights. Social media metrics 59% It’s encouraging to see offline data such as surveys or call-center records also be used as much as digital data to inform content customization. These data sources provide a more complete picture of customer behaviors and Customer surveys/ 58% preferences. Once it is combined with digital data, it can inform a much research more relevant content customization that has a greater impact on the customer’s progress. Customer service/ 49% call-center records CRM systems 48% Data purchased from 23% third-party databases SOURCE: Altimeter “The 2021 State of Digital Content” n= 375 17