Gartner Research

Making Personalization Pay: Building New Capabilities for Successful Marketing Communications Personalization

Published: 01 August 2017

ID: G00344311

Analyst(s): Marketing Research Team


What Is Personalization? The use of individual behavioral data (e.g., browsing data) to target and/or tailor messages to consumers based on their likely in-the-moment needs.

Table Of Contents

Hide and Seek 2.0

The Money—and Pressure—Are On

A Great Divide

Not the Usual Suspects

People Power

Personalization Priorities

Priority 1: Help Marketers Prioritize Personalization Opportunities

Priority 2: Help Marketers Produce More Content Efficiently

Priority 3: Increase Marketers’ Knowledge of Data and Technology

Priority 4: Help Marketers Understand Consumer Reactions to Personalization

What Makes the Difference

How to Implement Best-in-Class Personalization

Related Resources

About This Research

Recommended by the Authors

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