Gartner Research

Crawl, Walk, Run: Define Your Vision and Roadmap for Personalization

Published: 23 June 2017

ID: G00320122

Analyst(s): Kirsten Newbold-Knipp


Personalization is an increasingly popular tactic that leverages data, content and technologies to improve business results across the customer journey. Many marketing leaders aim high without testing first. Use this research to define the brand's path to personalization success.

Table Of Contents
  • Key Challenges



  • Define a Personalization Vision Aligned to Customer Preferences and ROI Optimization
  • Implement Pilots With Existing Personalization Capabilities to Build the Business Case for Additional Investment
  • Identify Capabilities Needed to Achieve Your Vision and Build an Iterative Roadmap to Get There
    • Discover Solutions for Marketers in Walk Stages of Personalization
    • Personalization at a Run May Exceed Brands' Appetites for Investment, but Could Provide Real Opportunity for Differentiation

Case Studies

  • State of Tennessee Personalizes Video in Real Time to Increase Conversion
  • Microsoft Creates Dynamic, Individualized Crests for Gamer Loyalty

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