THE STATE OFPERSONALIZATION MATURITY

Dynamic Yield surveyed 700 global marketers and executives across profiles and industries to find out.

The results show while personalization is strongly valued, each region is at very different stages along the personalization maturity journey, with the full potential of an individualized approach yet to be realized.

HOW ARE GLOBAL BUSINESS PRIORITIZING PERSONALIZATION AS KEY TO DELIVERING CUSTOMER EXPERIENCES?

PERSONALIZATION IS BEING TAKEN VERY SERIOUSLY

Globally, marketers largely believe in the value of personalization, with very few disinterested in the idea of it’s importance.

Of those polled, 92% share the belief that personalization is valuable.

Marketers and executives polled on whether their organization believes in the value of personalization:

100

80

60

40

20

0

Perc

ent o

f rec

ipie

nts

polle

d

25%

46%

20%

Pioneer: Absolutely, it’s at the core of the customer journey

Basic: Somewhat, but haven’t quantified the impact

Advanced: Yes, we understand the benefits

Absent: No, we’re mostly disinterested in the idea

9%14%

43%

35%

8%

27%

52%

17%

4%

21%

46%

26%

8%

GLOBAL AMER APAC EMEA

THE PERSONALIZATION OPPORTUNITY NOT REALIZED BY ALL

When believers of personalization were polled against their ability to personalize customer experiences, the number of those who reported successfully doing so shifted.

This overlap contributes to 45% of missed opportunities globally.

Ability to Personalize Customer Experiences

Believe in the Value of Personalization

45%GAP

92%

DoDo Not

8%

47%

53%

Perc

ent o

f rec

ipie

nts

polle

d

WellNot Well

THE PERSONALIZATION OPPORTUNITY IN AMER

Most polled in AMER reported a strong belief in personalization, but only about 1/4 of them feel they can personalize customer experiences well.

This overlap contributes to only 72% of missed opportunities.

AMER

Res

pond

ents

Ability to Personalize Customer Experiences

Believe in the Value of Personalization

72%GAP

96%

24%

76%

4%

DoDo Not

WellNot Well

THE PERSONALIZATION OPPORTUNITY IN APAC

Not only the strongest believers in personalization, the APAC region also consider themselves able to personalize customer experiences well.

This overlap contributes to only 28% of missed opportunities.

APAC

Res

pond

ents

Ability to Personalize Customer Experiences

Believe in the Value of Personalization

28%GAP

64%

36%

DoDo Not

WellNot Well

92%

8%

THE PERSONALIZATION OPPORTUNITY IN EMEA

Most polled in EMEA reported a strong belief in personalization, with a big portion of them reporting the ability to personalize customer experiences well.

This overlap contributes to 50% of missed opportunities.

EMEA

Res

pond

ents

Ability to Personalize Customer Experiences

Believe in the Value of Personalization

50%GAP

41%

59%

DoDo Not

WellNot Well

91%

9%

TIGHT RESOURCES PROVE MAJOR CHALLENGE

Time constrains, budget issues, and understaffing were reported as barriers to deploying and scaling personalization for most orgs.

Globally, only 22% of companies feel they have what they need to win with personalization.

100

80

60

40

20

0

Perc

ent o

f rec

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polle

d

GLOBAL AMER APAC EMEA

39%

31%

17% 13%

23% 32% 34%

11%

50%

25%

9% 17%

35% 30%

22%

13%

Pioneer: We have a dedicated team to launch campaigns

Basic: We pull dev in as necessary

Advanced: Available but need a business case

Absent: We don’t have enough time or money

What type of resources do you have to run personalization in your organization:

STRATEGIC PRIORITY ≠ EFFECTIVE EXECUTION

49% of companies 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.

CLOSE BUT NO CIGAR FOR THESE PERSONALIZATION NECESSITIES

60%1/415% A small portion surveyed, 15%, said they masterfully used their data

to find opportunities through machine learning technologies.

Only 1/4 of respondents described a deep integration of personalization with their tech stack, prohibiting them from customizing experiences across channels and devices.

For nearly 60% of responders, personalization still acts as a channel-specific solution, integrated with some elements in the stack.

MINIMAL DOCUMENTATION LEAVES MUCH TO THE IMAGINATIONYour organization’s personalization success stories are…

22% “Inspiring, with big numbers to prove it.”

36% “Quantitative and tied to real business metrics.”

42% “Non-existent or anecdotal with little to no real substance.”

Despite personalization taking place in various shapes and forms across the globe, all regions suggested they relied on qualitative success stories.

Though tied to business metrics, not enough reported documenting stories of true personalization

CLIMBING THE PERSONALIZATION MATURITY LADDER

Assemble a world-class personalization team

Devote resources from across the company

Partner with a leading optimization agency

Deliver the best experiences with a unified stack

Increase revenue, lower total cost of ownership, and boost your team’s ability to deliver a superior experience to your customers!

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THE CENTRALIZED TEAM ADVANTAGETruly customer-centric orgs bake personalization into the DNA of all teams

How do internal teams translate their goals and customer profiles into high-impact campaigns?

They create processes and testing roadmaps

They test against a unified methodology and vision

They analyze results and use them to inform decisions

1

2

3

Travel relies on data to address the needs of customers throughout booking

Finance has developed a culture around personalization

Tech has employed the right technology

59%

49%

18%

INDUSTRY MVPs

TO RECAP…

1 Personalization is a core priority for marketers, product managers, and developers across industries 92% of Dynamic Yield survey respondents believe there is value in personalizing experiences

2 There is a massive gap between folks who cite personalization as a priority and those successfully deploying at scale Only 22% of marketers say they have the resources necessary for personalization

3 Time constrains, budget issues, and understaffing are most common barriers to personalization Only 23% of marketers are able to consolidate data to power a single view of the customer

4 Machine learning will transform marketing….if only machines could access the data Less than 15% of respondents use data to find opportunities through machine learning technologies

5 Personalization pioneers bake experimentation into the DNA of all teams responsible for customer experience The best companies align the entire organization on a vision for the ideal customer journey

DISCOVER YOUR COMPANY’S PERSONALIZATION MATURITY LEVEL

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