Personalization technology has continued to shift consumer behavior, with the expectation to be met with tailored experiences at every corner of daily life growing exponentially. Accelerating adoption and use across geographies and industries, companies that are getting it right understand that technology alone is not enough, investing significant resources into the development of effective program processes and methodologies. This is what cutting through the noise and delivering the level of personalization that consumers both expect and reward looks like in 2023.
To better understand the state of personalization maturity, every year, we generate and analyze the responses from our personalization maturity self-assessment test. This marks the fifth consecutive year reporting on the results of our findings.
We survey marketers, executives, developers, and other key stakeholders (of various demographic profiles) involved in customer experience design across the globe to learn about their organization's visionary outlook, team build and structure, resource allocation, process implementation, and overall commitment to personalization.
Responses are then bucketed into four levels of maturity: absent, basic, advanced, pioneer, allowing us to effectively report on the state of the personalization market.
The value in personalization has consistently been high since the onset of our research, setting a new record in 2023 with 98% of organizations believing in its benefits — and 64% planning to invest further in the increasingly popularized practice than in previous years.
74% of global brands said they’ve identified meaningful data sources for their personalization efforts, and 91% keep an eye out for major learnings from test results to apply in the future. Further, more than half of businesses regularly circulate these insights with at least one other team for greater alignment.
Increased access to pertinent data and insights has resulted in 61% of organizations connecting past tests to new experiment ideas, and a majority of businesses establish clear KPIs for every campaign. As a result, personalization roadmaps are regularly favored over executive testing mandates.
Driven by the exponential growth in consumer demand for tailored experiences, more businesses than ever before are practicing foundational levels of personalization.
As a result, companies across geographies and industries are investing significant resources to evolve their processes and methodologies and stay ahead of the competition, with the global market maintaining an Advanced level of maturity.
Those looking to launch more powerful campaigns and even facilitate new and immersive experiences like live and metaverse-based commerce will aim to become Process Pioneers in 2023.