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.
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
©2020 Gartner, Inc. and/or its affiliates.
All rights reserved.
Gartner is a registered trademark of Gartner, Inc. and its affiliates.
This publication may not be reproduced or distributed in any form without Gartner’s prior written permission.
It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact.
While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information.
Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such.
Your access and use of this publication are governed by Gartner’s Usage Policy.
Gartner prides itself on its reputation for independence and objectivity.
Its research is produced independently by its research organization without input or influence from any third party.
For further information, see Guiding Principles on Independence and Objectivity.