The most used data in personalization and their importance have been surveyed by the market researchers of Econsultancy. Regarding the popularity personal data like age, gender and location are on top, followed by user preferences, purchase history and behavior on web properties. The aims of personalization in this order are increase of conversion rates, customer acquisition and customer retention. These aims do reflect the most used metrics at the same time.
Opposed to the popularity of use the purchase history has the highest influence on the conversion rates, which is followed by user preferences and behavior on web properties. So the most used data have the lowest impact on the main target. A further interesting detail is the minor importance of mobile app behavior and demographic data provided by third parties.
Further details are available by the article What Types of Data Are Marketers Using For Personalization – And What’s Their Impact on ROI?.