Study Shows Marketers Struggle with Personalization

Sep 04, 2014

The results of a commissioned study conducted by Forrester Consulting on behalf of Conversant were announced. The study, entitled "The Personalization Imperative," found that marketers have great belief in the power and benefits of personalized marketing but need additional help to overcome internal challenges as they work to deliver on their visions.

Forrester solicited the opinions of customer insights and marketing professionals across multiple industries, and found that 94% rate personalization as "important," "very important," or "extremely important" for meeting their current marketing objectives. However, more than half reported some concern about "major or extreme" challenges to implementing and expanding the role of personalized marketing: 66% see this level of challenge in securing internal resources to execute personalized marketing programs; 65% face this degree of hurdles in building a comprehensive single view of each customer across all sales and marketing channels; 63% are concerned at this level about data privacy.

Despite these challenges, almost 75% of those surveyed indicated that they plan to increase investment in some or all personalization capabilities.

The study concludes with four recommendations for companies seeking to plan, implement, or expand their personalization strategies:

  1. Define clear goals and objectives as the basis for creating a personalization roadmap.
  2. Assess the current state of your personalization maturity based on what is possible today.
  3. Develop programs to leverage your consumer data for real-time personalization
  4. Overcome internal resource constraints by identifying partners that understand how to turn big data into deep and actionable insights to help meet your personalization initiatives.