Why Marketers Struggle with Data-Driven Personalization - eMarketer Trends, Forecasts & Statistics

According to a January 2018 survey of 200 US senior decision marketers conducted by Verndale, personalization is most important for increasing sales and improving customer satisfaction and retention. Yet, 84% of survey respondents agreed that the potential of personalization has not been fully realized. "In an increasingly connected, digital world, consumers now expect brands to serve them personalized content at the optimal moment and on their preferred device," said Jeremy Hlavacek, head of revenue at IBM Watson Advertising. "To achieve this level of engagement, marketers need the ability to predict--without coming across as intrusive--what their target audience will think, feel, say and do across a variety of scenarios. And with the incredible amount of data available now, personalization is more complex than ever," he said.