A survey shows the leading digital marketing personalization technologies used by large companies worldwide as of May 2016


A survey shows the leading digital marketing personalization technologies used by large companies worldwide as of May 2016. According to the data, 71 percent of responding organizations used web analytics software for personalization purposes.
Currently, the popular web analytics software are Google Analytics and Adobe Analytics. Normally, web analytics software like Google Analytics will provide a tracking code to their clients, company just need to install it into their pages. Company could use advanced Google Analytics collection and tracking features through cookies that collect personal data from website visitors. However, right now consent is an important feature of GDPR and cookie consent is one part of it. cookie consent refers to getting permission from website visitors to collect personal data. After receiving the consent from users, Google Analytics is able to gather the demographics data, interests, behavior data and etc.