Gartner Research

Personalization’s Impact on Marketing Costs and Budgets

Published: 29 August 2016

ID: G00346894

Analyst(s): Marketing Research Team


In this research, we answer the question, “How much are other organizations spending on personalization-enabling data and technology?” CEB research indicates that B2C marketers are spending around 4% of their marketing budgets on second or third-party data to augment existing owned consumer data. In addition, these B2C marketers spend another 10% of their marketing budgets on marketing technology.

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