PVI: Personalization x Video Index

Explore the top performers in personalization and video, according to consumer research developed by the SundaySky team of personalized video experts.

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	Brand	Personalization Rating	Video Rating	Category	imageurl	industry	Content	postlink
+	Wells Fargo	6.43	4.06	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/WellsFargo_logo-e1556826176752.png	Financial Services	Wells Fargo uses video ubiquitously whether it’s for advertisements, frequently asked questions, or feature and capability walkthroughs. The bank also provides a highly personalized customer experience across channels from the first touch to the very last. Its on-site portal and mobile app are built to be the epicenter for the customer’s financial dealings, whereas the email messaging revolves around each customer’s individual wants and needs.	https://sundaysky.com/brands/wells-fargo/
+	Walmart	4.94	3.67	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Walmart_logo-e1556826140386.png	Retail	Walmart personalizes its website experience in similar ways to Amazon with recommended products, a three-step checkout process, and an intuitive mobile device experience. The retailer has also made it a priority to connect shoppers’ in-store purchases with that of their online behaviors to ensure a seamless cross-channel experience. Video mainly acts as an advertising medium for Walmart, with data-driven product video ads and higher level branding messaging in traditional commercials.	https://sundaysky.com/brands/walmart/
+	Verizon	7.45	6.50	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/Verizon_logo-e1556826110772.png	Telecommunications	Verizon uses both personalization and video throughout the customer’s journey, especially early in their lifecyle. The telecommunications brand uses personalized video to onboard customers, promote relevant products & services, and even to deliver bills to customers. This effort increases customer satisfaction while also decreasing likelihood to churn.	https://sundaysky.com/brands/verizon/
+	USAA	7.71	4.86	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/USAA_logo-e1556826039929.png	Insurance	USAA, like most financial service providers, focuses its personalization efforts first and foremost on its mobile app experience. The app adapts according to the actions each member takes most frequently, and each member’s actions are updated in real-time across channels. In terms of video, the brand uses the medium for onboarding, quote explanation, feature promotions, and much more.	https://sundaysky.com/brands/usaa/
+	US Cellular	7.00	4.84	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/USCellular_logo-e1556825918786.png	Telecommunications	US Cellular focuses most of its personalization efforts on its on-site portal and email properties by communicating data-driven messages such as service use alerts, relevant offers, and related accessory offers. The cell service provider uses video mostly for brand messaging, product advertising, and service promotions.	https://sundaysky.com/brands/us-cellular/
+	US Bank	7.30	6.45	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/USBank_logo-e1556825765883.png	Financial Services	US Bank’s personalization strategy revolves around the bank’s easy-to-use, always-optimizing mobile app. Features like Money Mentorship and Money Movement were built as a result of direct customer insights, and this strategy to preemptively help account holders do what they want with their money continues throughout the bank’s personalization efforts. As for video, the brand uses the medium mostly for high-level brand messaging and for explaining complicated features.	https://sundaysky.com/brands/us-bank/
+	United Healthcare	8.04	5.02	Healthcare all	https://sundaysky.com/wp-content/uploads/2019/04/UnitedHealthcare_logo-e1556825724339.png	Healthcare	United Healthcare is a proponent of personalized video, as a brand that uses the strategy across its customer lifecycle. The healthcare provider uses personalized video to onboard its customers and prepare them to use their policy to its full extent as well as to walk its customers through the claims process to ensure they feel supported. This expert use of personalization and video together is the perfect demonstration of the power of both.	https://sundaysky.com/brands/united-healthcare/
+	United Airlines	5.83	4.65	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/UnitedAirlines_logo-e1556825665336.png	Travel	United Airlines’ personalization strategy starts with its website and mobile app, which are both customized according to the customer's MileagePlus® status as well as upcoming, current or prior trips. The airline also combines personalization with video by deploying dynamic video ads that change according to each customer’s most recent behavior.	https://sundaysky.com/brands/united-airlines/
+	Travelers Insurance	6.46	3.97	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/Travelers_logo-e1556825639368.png	Insurance	Travelers Insurance uses video all across its customer lifecycle for things such as advertisements, quote walkthroughs, policy and claim explanations, and more. These videos tend to consist of personalized components that reference data specific to each viewer in order to drive value beyond what any static video could. The insurance provider’s robust use of both strategies is exactly what landed them on the list.	https://sundaysky.com/brands/travelers-insurance/
+	The Home Depot	5.79	4.54	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/HomeDepot_logo-e1556825587373.png	Retail	The Home Depot maintains profiles for each of its customers in order to personalize its customer experience from the first touch to the last. The retailer deploys dynamic ads, relevant offers based on recent purchases, and promotions based on location. Video is also at the forefront of the brand’s marketing strategy, with many of its ads being video ads as well as numerous social media video series that focus on subjects such as DIY projects and gardening.	https://sundaysky.com/brands/the-home-depot/
+	TD Bank	5.94	4.02	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/TDBank_logo-e1556825555540.png	Telecommunications	TD Bank onboards its customers with personalized messages that prepare them to make the most of their relationship with the bank. The bank uses email and SMS alerts to communicate all activity that occurs in an account and it sends in-portal push notifications for any relevant offers that are available to each account holder. It also deploys video at a myriad of touchpoints, such as onboarding and even year-in-review, in order to accomplish more than other mediums could with information rich messages.	https://sundaysky.com/brands/td-bank/
+	Target	7.37	6.51	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Target_logo-1-e1556825442531.png	Financial Services	Target has made personalizing its customer experience a main initiative. A great example of this initiative in action is the retailer’s personalized video onboarding experience for its new REDcard holders. The personalized video experience encourages both card activation and usage by explaining the benefits and offering advice relevant to each specific customer.	https://sundaysky.com/brands/target/
+	T-Mobile	6.40	5.25	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/TMobile_logo-e1556825379114.png	Retail	T-Mobile personalizes its interactions with its customers by deploying data-driven social media ads, curating email promotions via customer preference selections, and offering dashboard customization for customers to keep track of what they would like. The cell service provider uses video marketing mostly for branding, with its typical ads and its CEO’s social media cooking show, but also has product video ads running in a remarketing campaign.	https://sundaysky.com/brands/t-mobile/
+	State Farm	6.99	4.44	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/StateFarm_logo-e1556824886822.png	Insurance	State Farm leverages the power of personalization by using its customers’ data to deliver only relevant, valuable messaging no matter the channel. Whether it’s email promotions or in-portal offers, the insurance provider uses every engagement opportunity to deliver as much value to the customer as possible. The brand’s video marketing mostly consists of brand messaging that follows in the footsteps of their “Jake, from State Farm.” television commercials.	https://sundaysky.com/brands/state-farm/
+	Staples	5.41	3.10	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Staples_logo-e1556824867741.png	Retail	Staples is a pioneer in the personalization video world with a robust data-driven video strategy that stretches across multiple customer audience segments, programs, and goals. The retailer uses personalization to deliver evolving messaging depending on each individual’s most recent behavior on the channel they most prefer. Marrying this personalization to the video format allows these data-driven ads to connect with customers on a deeper level.	https://sundaysky.com/brands/staples/
+	Sprint	5.70	4.31	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/Sprint_logo-e1556824843321.png	Telecommunications	Sprint is known for its memorable “Can you hear me now?" television commercials, and this momentum has continued with the brand into the digital world. The wireless service provider uses the same character to host videos across its social media channels that range from promotions to educational walkthroughs. Personalization efforts from the brand include contextualized offers, usage dashboards, and messaging catered to each customer’s preferences.	https://sundaysky.com/brands/sprint/
+	Southwest Airlines	7.52	4.89	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Southwest_logo-e1556824583919.png	Travel	Southwest Airlines personalizes its customer experience across channels with relevant email offers, retargeted ads on social media for cart abandoners, and a highly customizable mobile app. The airline uses video marketing for high-level brand messages, behind-the-scenes looks, and destination features, which are all heavily featured across the brand’s social media accounts.	https://sundaysky.com/brands/southwest-airlines/
+	Sephora	8.54	7.05	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Sephora_logo-e1556824565886.png	Retail	Sephora’s efforts in personalization are not just loved amongst its customers, but are also famous in the industry. The makeup brand offers personalized experiences such as curated email newsletters, geo-location tracking for tying each shopper’s digital behavior to their in-store experiences, and even a VR make-up try-on app. Sephora is unmatched in influencer video marketing with every beauty influencer who is somebody promoting the brand’s products across social media.	https://sundaysky.com/brands/sephora/
+	Royal Caribbean Cruise Lines	7.35	7.10	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/RoyalCaribbean_logo-e1556824546589.png	Travel	Royal Caribbean Cruise Lines deploys video marketing campaigns that are universally loved by its guests. The cruise line uses video to promote destinations, highlight loyal customers, immerse potential guests in experiences, and much more. Personalization efforts from the brand follow suit, with trip planner tools, relevant offers being sent to guests across channels, and much more.	https://sundaysky.com/brands/royal-caribbean-cruise-lines/
+	Progressive	6.82	4.86	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/Progressive_logo.png	Insurance	Progressive’s personalization starts with its policies, with offers varying depending on each individual’s wants and needs. This attention to personalization continues through the insurance provider’s customer experience with customized apps depending on the type of insurance, a curated on-site portal, and data-driven promotions. The organization’s video strategy starts with its memorable Flo commercials and expands into various digital video ad campaigns.	https://sundaysky.com/brands/progressive/
+	PNC	7.30	3.75	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/PNC_logo-e1556824460467.png	Financial Services	PNC begins every customer relationship with preference settings that allows the bank to personalize its entire customer experience for each cardholder. This personalization follows the customer across all digital and experiential channels; including social media, the mobile app, and ATMs. As for video, the brand mostly uses the medium for ads, feature explanations, and brand messaging.	https://sundaysky.com/brands/pnc/
+	Nationwide	7.41	5.50	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/Nationwide_logo-e1556824433880.png	Insurance	Nationwide understands the importance of using its customers’ data to enhance and simplify its customer experience all across the lifecycle. The insurance provider combines customer data with video to onboard, make relevant recommendations, and prepare customers for any decisions they need to make regarding their relationship with the brand. In addition to personalized engagements, Nationwide also builds out programs like SmartMiles to better curate actual products to each individual customer.	https://sundaysky.com/brands/nationwide/
+	Mutual of Enumclaw	5.39	4.96	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/MutualOfEnumclaw_logo-e1556824410398.png	Insurance	Mutual of Enumclaw embraces personalized video to elevate its already heightened customer experience through member onboarding (new and existing members). The insurance provider is known for using its customers’ data to educate them and help them make all of the decisions best suited for their wants and needs. Combining its great understanding of personalization with the power of video to be even more human with its customers is exactly why the brand is on this list.	https://sundaysky.com/brands/mutual-of-enumclaw/
+	Microsoft	7.11	6.91	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Microsoft_logo-e1556824377307.png	Retail	Microsoft personalizes its customer experience with retargeted video ads, relevant add-on recommendations, geo-specific promotions, and much more. The technology retailer also makes great use of video with informational product videos, inspirational technology spotlight videos, and of course video advertisements that display its well-known brand positioning.	https://sundaysky.com/brands/microsoft/
+	Metlife	6.76	5.12	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/Metlife_logo-e1556824332247.png	Healthcare	Metlife eases the strains of managing and utilizing insurance by using policyholders’ data to educate and empower them to take on anything that comes their way. The insurance provider also deploys personalized video as a way to walk policyholders through the multi-step claims process. The brand’s use of data to enhance policyholders’ experience, and the seamless implementation of video across the lifecycle shows it knows what it’s doing in both spaces.	https://sundaysky.com/brands/metlife/
+	Marriott Hotels	7.61	5.31	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Marriott_logo-e1556824305352.png	Travel	Marriott Hotels creates personalized experiences for customers that are seamless, connected, and frictionless by ensuring their efforts are data-driven and omnichannel. The hotel chain guarantees its guests are cared for and catered to every step of the way from pre-arrival recommendations to on-premise curation. This is accomplished through a mix of loyalty program profiles, robust mobile apps, and a catalogue of video experiences.	https://sundaysky.com/brands/marriott-hotels/
+	Lowes	6.16	3.47	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Lowes_logo-e1556824286234.png	Retail	Lowes makes great use of video with ads, tutorials, and how-to guides that cater to the brand’s DIY-loving audience. The retailer also greatly utilizes personalization with its Home Profile feature, which allows customers to curate a database of the rooms in their house that allows the retailer to recommend relevant relevant products and services.	https://sundaysky.com/brands/lowes/
+	Liberty Mutual	6.72	5.10	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/LibertyMutual_logo-e1556824257921.png	Insurance	Liberty Mutual uses personalized video at multiple customer care points, such as during the claims and compensation processes. The brand shows it understands that personalization is about value and, by seamlessly combining personalization with video, it also shows it understands the power of video to better facilitate human connection than other content formats.	https://sundaysky.com/brands/liberty-mutual/
+	JP Morgan Chase	7.30	4.70	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/JPMorganChase_logo-e1556824233882.png	Financial Services	JP Morgan Chase personalizes their customer experience with data-driven advertisements, relevant product and feature recommendations, and a highly personalized mobile app. The brand’s use of video is seen across most channels with the use of cross-channel video ads, informational personalized videos on-site and in-app, and even promotional email videos.	https://sundaysky.com/brands/jp-morgan-chase/
+	Jetblue Airways	5.67	4.70	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Jetblue_logo-e1556824199476.png	Travel	Jetblue strives to personalize their customer experience from the first time a customer searches for a flight to the minute they retrieve their baggage. This includes dynamic ads on social media, personalized messaging for loyalty members, and other curated experiences that help travelers enjoy their time with the brand to the fullest. In addition to these personalized experiences, Jetblue also uses video across their lifecycle in the form of video ads, educational videos, and more.	https://sundaysky.com/brands/jetblue-airways/
+	Humana	7.18	4.50	Healthcare all	https://sundaysky.com/wp-content/uploads/2019/04/Humana_logo-e1556824043739.png	Healthcare	Humana leads their entire customer experience with the belief that every member deserves personalized healthcare coverage that empowers them to live their healthiest lives. The brand offers personalized recommendations, video-focused engagements for typically complicated transactions, and numerous tools for helping members to navigate healthcare in a seamless, stress-free manner.	https://sundaysky.com/brands/humana/
+	Hilton Worldwide	6.56	4.78	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Hilton_logo-e1556824027341.png	Travel	Hilton Worldwide is a large umbrella brand that consists of multiple brands that use both personalization and video in a myriad of ways. Some of these ways include retargeted video advertisements, personalized videos for guest pre-arrival, and exclusive offers according to members’ preferences. The hotel brand also uses their app and VR technology to allowed guests to explore grounds before arriving.	https://sundaysky.com/brands/hilton-worldwide/
+	Highmark Blue Cross Blue Shield	5.65	5.13	Healthcare all	https://sundaysky.com/wp-content/uploads/2019/04/Highmark_logo-e1556824003253.png	Healthcare	Highmark Blue Cross Blue Shield’s use of personalization and video varies greatly depending on the state, or division, but customers agree the brand is delivering experiences including both pretty consistently. Some divisions have gone as far as implementing interactive customer care experiences that allow members to navigate and learn about their policy according to their wants and needs.	https://sundaysky.com/brands/highmark-blue-cross-blue-shield/
+	Geico	7.41	5.67	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/GEICO_logo-e1556823974128.png	Insurance	Geico uses personalized video to enhance their quote experience by educating potential new customers about the policy choice and the benefits provided. This focus on both personalization and video continues throughout the brand’s customer interactions with things like their mobile app Quick Messaging feature and their world-famous video ads containing some of your favorite characters.	https://sundaysky.com/brands/geico/
+	Farmers Insurance	5.76	4.43	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/Farmers_logo-e1556823957551.png	Insurance	Farmers Insurance utilizes personalization all throughout their customer life cycle with targeted ads that reference specific offerings, an in-depth portal that allows policyholders to see all of their information with a click, and personalized videos that help explain things like billing and policy renewal. The brand’s video strategy consists of typical video advertisements and explainer videos, which customers find to be extremely valuable.	https://sundaysky.com/brands/farmers-insurance/
+	Experian	6.18	5.44	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/Experian_logo-e1556823932698.png	Financial Services	Experian uses personalized video as an engaging way to educate their customers on why their credit score is what it is and what they can do to maintain a healthy score. The brand’s innate use of video shows customers that it understands the importance of the medium, and its meticulous use of data to empower its customers shows it understands the real importance of personalization. Customers all agree the brand exercises these muscles across channels and throughout the relationship.	https://sundaysky.com/brands/experian/
+	Expedia	7.10	5.57	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Expedia_logo-e1556823912221.png	Travel	Expedia’s entire product is based on elevating the experience of planning and purchasing everything you need for a trip. From their personalized ads to their relevant add-on recommendations, the brand is a pioneer in travel personalization. Combine this personalization with the brand’s prominent use of video for things such as advertising and travel guides, and it’s no wonder they are on the list in both categories.	https://sundaysky.com/brands/expedia/
+	Dish Network	5.73	4.85	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/Dish_logo-e1556823888951.png	Telecommunications	Dish Network uses personalized video to welcome and onboard their new customers as a way to ease the installation and set up processes. The brand’s personalization strategy extends into its online portal and mobile app with all kinds of preference settings that create highly curated content experiences for subscribers.	https://sundaysky.com/brands/dish-network/
+	Delta Air Lines	6.78	6.18	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Delta_logo-e1556823870528.png	Travel	Delta’s personalization efforts are founded in their highly personalized mobile app that does everything from storing your tickets to aggregating reward points from your credit cards in one place. The brand’s use of personalized video for its loyalty program members shows that it already understands the importance of combining personalization efforts with video strategy.	https://sundaysky.com/brands/delta-air-lines/
+	Dell	7.42	5.51	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Dell_logo-e1556823849753.png	Retail	Dell uses personalized video across several areas of the business as part of their advertising strategy to engage both prospects and shoppers with the goal of driving customer acquisition and increasing site traffic and revenue. The brand’s omni-channel strategy for video shows that they understand the importance of the medium, and their innovation in personalized shopping lands them a top position as a retail personalizer.	https://sundaysky.com/brands/dell/
+	CVS	6.78	3.52	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/CVS_logo-e1556823801832.png	Retail	CVS takes personalization seriously with offerings such as their ExtraCare Loyalty Program, which recommends products and provides offers tailored to each cardholder, as well as their myWeekly Ad, which saves shoppers time by picking out only the offerings relevant to them. The brand’s video strategy mostly consists of fun promotional videos created for social media in order to grab their customers’ attention and educate them on products.	https://sundaysky.com/brands/cvs/
+	Cox Communications	6.98	5.47	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/Cox_logo-e1556823778896.png	Telecommunications	Cox Communications intertwines personalization and video throughout their customer life cycle. The brand deploys personalized video ads, they have a multi-touch onboarding video program that walks customers through installation and set up, and they even use personalized video to deliver bills. All of this in addition to their mobile app that allows customers to realistically do anything they’d need to on-the-go ensures the brand’s place on this list for years to come.	https://sundaysky.com/brands/cox-communications/
+	Costco	7.23	4.50	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Costco_logo-e1556823751398.png	Retail	Costco makes great use of video with their “CostcoTV” channel on Youtube that has different series like “Quick&Easy” which shows you ways to use different products they sell as well as their entertaining animations on Instagram that reinforce their brand. Their website experience is also highly personalizable once you create an account and fill out your location information. They send local deals, offer related product recommendations, and even have services online such as photo developing.	https://sundaysky.com/brands/costco/
+	Comcast	6.07	5.18	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/Comcast_logo-e1556823728147.png	Telecommunications	Comcast has a long history of personalized video across their customer life cycle. The telecommunications provider understands that video is the best medium for delivering complicated or lengthy information, and they offer seamless customer experiences curated to each individual’s needs. Examples of their personalized experiences include their onboarding and upgrade processes as well as their video bill.	https://sundaysky.com/brands/comcast/
+	Citibank	7.59	5.58	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/Citi_logo-e1556823640226.png	Financial Services	Citibank has an exceptionally personalized customer experience at all of their touchpoints and across all of the channels that their customers interact with them on. These experiences are highlighted with various personalized videos that advertise products or services, onboard new cardholders, educate about digital tools, and even relay certain information. Their seamless personalized video engagements in addition to their intuitive mobile app and account portal solidify their place on the list.	https://sundaysky.com/brands/citibank/
+	Cigna	6.22	4.41	Healthcare all	https://sundaysky.com/wp-content/uploads/2019/04/Cigna_logo-e1556823606795.png	Healthcare	Cigna takes seamless, personalized experiences for their members very seriously. They offer 24/7/365 customer service, have award-winning digital tools via their web portal and mobile app, and even offer multiple programs where members can learn about their health as well as speak with medical professionals at a lower cost than normal. On top of their astounding personalization strategy, the healthcare provider also uses videos for multiple touch points across channels.	https://sundaysky.com/brands/cigna/
+	Charter Communications	6.89	5.57	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/Charter_logo-e1556823590989.png	Telecommunications	Charter Communications, like most telecommunication companies, allows customers to set their preferences for a personalized in-portal experience. These preferences also extend into email and SMS communications as well as their support channel, which shows the brand understands people interact with them on different channels. Where Charter really shines is their use of video for advertisements, onboarding, and even education at various touch points.	https://sundaysky.com/brands/charter-communications/
+	CenturyLink	5.43	3.96	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/CenturyLink_logo-e1556823571977.png	Telecommunications	CenturyLink offers relevant promotions and deals to loyal customers by email and portal notification as well as preference selection so that each customer can have the experience they desire. Their video engagements mostly consist of retargeted social media and programmatic video advertisements.	https://sundaysky.com/brands/centurylink/
+	Carnival Cruises	7.14	6.66	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Carnival_logo-e1556823544641.png	Travel	Carnival tries to personalize their entire experience from first site visit all the way to the minute the customer steps off the ship at the end of a cruise. This is achieved through personalized video ads, relevant activity recommendations, curated features once aboard, and much more. In addition to the personalized experiences, the brand’s fun-loving personality translates well into promotional videos that are distributed across many channels; making them a leader in both categories.	https://sundaysky.com/brands/carnival-cruises/
+	Capital One	6.75	4.24	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/CapitalOne_logo-e1556823526985.png	Financial Services	Capital One is known for their personalized customer experiences. From SMS fraud alerts to emails about credit score changes, the brand knows what it means to create personalized experiences that are valuable. In addition to their great understanding of personalization, the bank also uses video in all forms and on all channels to ensure their account holders can engage with them in the ways that they’d like.	https://sundaysky.com/brands/capital-one/
+	Bank Of America	8.68	6.57	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/BankOfAmerica_logo-e1556823507700.png	Financial Services	Bank Of America personalizes their experiences across all channels in ways that customers find seamless and genuinely valuable; placing them at the very top of the list of personalization. The bank’s mobile app is built to cater to account holder’s needs with features like a goal-setting tool, app-to-ATM money withdrawal, and the new ERICA tool.	https://sundaysky.com/brands/bank-of-america/
+	AT&T	6.83	5.87	Telecommunications all	https://sundaysky.com/wp-content/uploads/2019/04/ATT_logo-e1558621995358.png	Telecommunications	AT&T is a leader in personalized video with use cases all across their customer life cycle, from personalized video ads to onboarding videos to educational personalized videos at certain touchpoints. Customers all agree that the brand does what it can to ease processes and create customer experiences that are seamless no matter the channel by using personalization and video strategies everywhere their customers interact with them.	https://sundaysky.com/brands/att/
+	Apple	6.63	6.49	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Apple_logo-e1558621943758.png	Retail	Apple’s emotional and innovative use of video, be it via social media ads or during presentations for new products, has been legendary for decades, and their customers seem to agree the brand continues to lead the way in this category. As for personalization, customers agree they are pioneers in the space, though it seems as though many feel they could implement better personalization practices in their pre-sales process and on their site.	https://sundaysky.com/brands/apple/
+	Anthem	6.58	4.56	Healthcare all	https://sundaysky.com/wp-content/uploads/2019/04/Anthem_logo-e1558621874868.png	Healthcare	Anthem uses personalized video to onboard customers, like many other healthcare providers, which helps them build trust with their customers from the beginning. They also have numerous programs in place for helping plan members to maintain healthy lifestyles and minimize healthcare costs. Their holistic view of personalization makes them a leader in the space, and their ingenuity with video humanizes their experiences in a way they otherwise wouldn’t be able to.	https://sundaysky.com/brands/anthem/
+	American Express	7.63	6.38	Financial Services all	https://sundaysky.com/wp-content/uploads/2019/04/AmericanExpress_logo-e1558621783202.png	Financial Services	American Express has a robust personalized video strategy that helps them onboard cardmembers and build loyalty. They also use video advertising to stay top-of-mind for both prospects and current customers. Their intricate video strategy on top of their highly personalized mobile app and portal puts them close to the top in both categories.	https://sundaysky.com/brands/american-express/
+	American Airlines	7.10	6.74	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/AmericanAirlines_logo-e1558621749249.png	Travel	American Airlines is seen by their customers as a top five user of video when compared to the other brands on the list, and as the number one video user compared to the other top airline brands. This could be attributed to their fantastic video advertising on social media or their classic inflight videos. Their personalization efforts are also seen as quite useful with a highly personalized app and relevant email promotions sent to loyal customers regularly.	https://sundaysky.com/brands/american-airlines/
+	Amazon	7.66	6.24	Retail all	https://sundaysky.com/wp-content/uploads/2019/04/Amazon_logo-e1558621719328.png	Retail	Amazon falls into the top five personalizers on the list. It’s no wonder retailers look to them for personalization best practices when their customers are beyond happy with the personalized customer experiences the brand has created. On top of their highly personalized shopping experience, Amazon also uses relevant video across multiple channels to advertise products and educate customers. The brand is a true pioneer in both of these categories, and it all starts with their data mastery.	https://sundaysky.com/brands/amazon/
+	Allstate	7.63	6.30	Insurance all	https://sundaysky.com/wp-content/uploads/2019/04/Allstate_logo-e1558621695221.png	Insurance	Allstate appears in the upper echelon of both categories with in-depth on-site and portal personalization as well as existing personalized onboarding and claims videos. Their customers feel as though video is used by the brand across channels and touchpoints seamlessly, and their use of personalization is both helpful and enriching.	https://sundaysky.com/brands/allstate/
+	Airbnb	6.70	4.23	Travel all	https://sundaysky.com/wp-content/uploads/2019/04/Airbnb_logo-e1558621662615.png	Travel	Airbnb uses machine-learning to curate their site’s experiences and search function in relevant ways according to a customer’s behavior, past and present. This function allows the Airbnb site experience to become more personalized and seamless every time a customer returns. Video also seems to be a top priority for the brand with numerous user-generated content video campaigns throughout the years.	https://sundaysky.com/brands/airbnb/
+	Aetna	6.46	4.26	Healthcare all	https://sundaysky.com/wp-content/uploads/2019/04/Aetna_logo-e1558621634357.png	Healthcare	Aetna uses personalized video to onboard their new and returning customers to educate and prepare them to get the most out of their relationship with the brand. In addition to having a fully-functioning personalized video program, Aetna’s customers seem to agree they make great use of personalizing the customer experience across channels. On the other hand, their customers seem to feel they could expand their video use to even more channels.	https://sundaysky.com/brands/aetna/

Key Insights

Consumers are more satisfied with brands’ personalization efforts than their video efforts.

Consumers universally rated the personalization efforts of brands higher than they rated the video efforts of brands. This proves that the addition of personalization to video marketing strategies is integral to keeping up with consumer demand. It’s important to note that only 29 percent of consumers felt brands’ effort to use their data to personalize their experience from first touch to last touch across channels, making the experience consistent and seamless, was satisfactory, though. Therefore, brands still need to work on how they are deploying personalization strategy in addition to personalizing their video strategy.

Consumers are more satisfied with brands' personalization and video efforts when brands use some form of personalized video that combines the two strategies into one.

More than 70 percent of the brands who rank in the top ten for either personalization or video, as rated by their customers, use the two strategies together in the form of personalized video. This is a significant percentage, especially when compared to the overall pool of 60 brands in which less than 40 percent were indentified by their customers as using some form of personalized video.

Consumers are more satisfied with brands who combine personalization and video into a single powerful tool.

Brands who deploy personalized video programs as a customer experience strategy improve their customers’ overall satisfaction. Personalized video is proven to increase overall customer satisfaction as you can learn in our report on the effect personalized video has on NPS on the Learn More tab.

Methodology

The purpose of SundaySky's PVI is to quantify how well leading brands in six industries are both personalizing their customer experience and executing video engagement strategy across their customer life cycles according to their customers. This study, combined with the report on personalized video’s effect on NPS released earlier this year, is meant to illustrate the relationship between personalization, video experiences, customer satisfaction, and customer retention.

Research for this study was conducted between January and March 2019.

Choosing and scoring the 60 brands

One hundred and fifty brands were first selected for inclusion in the study based on a number of criteria, including brand prominence, revenue size, and known leadership in the personalization and video spaces. SundaySky’s team of experts developed a list of characteristics, which are typically tied to leaders in both the personalization and video spaces, on which to measure the selected brands against.

The personalization criteria was based on Andrew Hogan of Forrester’s four tennants of customer experience personalization, in which he says personalization must clearly deliver one or more of the following benefits to each individual customer:

Relaying helpful information;
Simplifying processes;
Offering relevant recommendations the customer might need; and
Displaying how much a customer means to the business.

On top of ensuring the personalization these brands are deploying hits one or more of these purposes, our team also sought out whether the personalization was being used all across the brands’ customer lifecycles as well as seamlessly across channels.

The video criteria was based on internal best practices that the team has aggregated over time by working with top Fortune 500 brands on their video strategies. These included:

Having a clear and defined video strategy across channels and throughout the life cycle;
Practicing viewer experience best practices that enable the video experiences to fully achieve the impact they have the potential to; and
Implementing relevant video content to individual audiences according to their behavior.

Brands were then internally narrowed down to a top 60 according to their meritocratic relevance to these criteria compared to the rest of the originally selected brands.

The Customer Survey

Once narrowed down to the top 60 brands in the personalized video space, SundaySky conducted a survey of adults ages 18+ recruited from a panel by Qualtrics. These respondents were in the United States and reported being a customer of one of the brands evaluated in the prior 12 months. They were first asked to rate — on a scale of 0 to 10 — their overall experience with the brand. Respondents were then asked to rate — on a scale of 0 to 10 — a series of statements referring to their experience(s) with the brand of their choosing. The statements referenced aspects of either the brand’s personalization experiences or the brand’s video experiences, and the respondents were advised that 0 meant they completely disagree with the statement whereas 10 meant they completely agree with it.

Some of the examples of the statements used to measure the brands’ efforts in the personalization and video strategy spaces include:

(Brand Name) used your data to personalize your experience with them from first touch to last touch across channels, and the experience was consistent and seamless.
(Brand Name) offered or displayed valuable information that was relevant to your wants and needs in context to your behaviors involving them (i.e. similar/ related product recommendations or helpful feature highlights).
(Brand Name) interacted with and responded to you if and when you reached out with a question, comment, or concern in a timely manner, and the interaction was both seamless and personal. If you didn't reach out, the ability to do so was clear and seemed easy, from what you saw.
(Brand Name) was proactive in educating and empowering you to get the full value possible out of them for your specific case, so you never hit a road bump that couldn't easily be resolved.
(Brand Name) maintained consistent communication with you that was always up-to-date and always provided further value according to your most recent actions or needs.
(Brand Name) targeted you with relevant, engaging video advertisements that varied depending on the actions you had taken with them.
(Brand Name) utilized video across all of the channels that you interacted with them on, and the videos were formatted specifically for the channel you experienced them on.
(Brand Name) used videos all the way through your lifecycle; including promotional videos, educational videos, testimonial videos, and more.
(Brand Name)'s videos are optimized for a digital experience and equipped with interactive call-to-actions in order to make the experience of moving from video to action as seamless as possible.
(Brand Name)'s use of video was intuitive and led to greater value than a different form of content would have at the touch points where video was used.

Creating the Scoring

To come up with the final scoring, we grouped the ratings from the respondents by the brand they chose then averaged all of the ratings for each statement. Next we separated the statements into two categories: personalization and video. Then we averaged the ratings for the statements that fell under each category to come up with an overall category rating for each brand. The brands that were rated well in both spaces fall higher up and to the right, with the top right corner of the graph representing well-executed personalization and video strategies across the customer lifecycle.

Want To Be Included Next Year?

If you are a brand not included in the survey, and you believe that you offer an exemplary or innovative customer experience and use of personalization and video, please contact us to be considered for the 2020 report.