Companies that excel at personalization see increased consumer engagement, top-line revenue, and a higher ROI. But a personalization-centric company doesn’t just happen. It takes buy-in, vendor selection, onboarding, and proper implementation.
To better understand the state of personalization maturity, we conducted the world’s first personalization maturity self-assessment test.
We surveyed marketers and executives across the globe to learn about their organization's current technology stack, organizational structure and internal commitment to personalization. Respondents were representative across demographic profiles and industries.
The survey explored four stages of personalization maturity: absent, basic, advanced, pioneer, based on an organization’s ability to unify data, dedicate resources to drive personalization, visionary outlook, and more.
The world is taking personalization very seriously. Across the globe, the average level of personalization maturity seems to be Advanced. Both APAC and EMEA fall under this bucket. However, AMER falls behind with Basic personalization.
But today, only 23% are truly capable of consolidating data into a single view of the customer, which allows them to personalize experiences for each channel. For nearly 60% of responders, personalization still acts as a channel-specific solution, and is integrated with some elements in the stack.
49% of marketers reported resources are limited or not available due to lack of time or budget. America falls behind EMEA and APAC, with 66% of marketers claiming little to no resources for personalization.
Across the globe, we found respondents strongly valued personalization, yet the degree of implementation greatly varied by region, leaving many with basic data-driven decisions.
But personalization is part of a larger systemic shift in marketing, dwarfing previous approaches to customer centricity with a more holistic, individualized approach to the entire customer experience. The conversation has shifted to thinking about the entire shopper, gamer, fan, or reader journey and how to optimize every element of it.Read the Full Report