Climb the Personalization Maturity Ladder

See how global businesses prioritize personalization as the key to delivering superior customer experiences.

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.

How we evaluated personalization maturity

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 Lowdown

  • Absent Definition: Personalization is not yet present across digital properties. This could be because the organization was not sure what was possible technologically or never made personalization a core priority.
  • Basic Definition: Organizations that deploy basic levels of personalization, usually channel-specific and with limited segmentation capabilities.
  • Advanced Definition: Organizations that have already established some processes and testing roadmaps to inform their personalization efforts.
  • Pioneer Definition: Organizations that have already overcome many challenges that come with adopting a customer-first approach through personalization.
User-Centricity The organization is able to personalize customer experiences based on a single view of the customer.
Impact The organization can share personalization success stories and prove its potential impact on business growth.
Processes A centralized team drives personalization and translates strategies into impactful deployments.
Resources The organization invests in creating processes and designating owners to personalization.
Leadership Personalization is prioritized as a company-wide strategic initiative.
Technology Personalization technology is deeply integrated within the tech stack, using all available consumer data.
Culture The organization sees the value in delivering superior, individualized customer experiences.
Data Data-driven decision-making is effective and leveraged from data collected across all customer channels.
Region

92% of marketers believe there's value in personalization.

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.

Half of companies (49%) have already identified personalization as a top priority investment.

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.

In reality, most organizations still suffer from limited resources for deploying personalization.

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.

The Conversation Has Shifted

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.

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Who Participated

Geographies

AMER 23.9%
APAC 42.0%
EMEA 34.1%

Industries

eCommerce /
Retail
32.1%
Finance /
Banking
12.3%
Media /
Publishing
12.7%
Gaming /
Betting
2.6%
Technology /
Software
32.1%
Travel /
Hospitality
8.1%

Annual Revenue

Under
$10m
23%
$10m to
$50m
18.7%
$250m to
$500m
15.7%
$50m to
$250m
23.3%
$500m+ 19.3%

Company Size

1-50
Employees
14.7%
51-200
Employees
22.1%
201-500
Employees
17.9%
501-1000
Employees
18.7%
1,001+
Employees
26.6%

Discover Your Company’s Personalization Maturity Level

Answer eight questions to find out your company’s digital maturity.

Begin Self-Assessment
For press inquiries, contact Dynamic Yield at pr@dynamicyield.com

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