Gartner Research

Understanding Consumer Attitudes to Personalization

Published: 20 September 2018

ID: G00703684

Analyst(s): Marketing Research Team

Summary

Our survey results show most consumers value personalization but react differently depending on how and why companies use their data. This paper suggests how CMOs can maximize returns on investment in personalization efforts now and in the future.

Table Of Contents

Consumers Want Personalization and Expect It From Familiar Brands

Being Creepy Can Cause Consumers to Take Undesirable Actions

Companies Stand Out by Offering Tailored Help

Millennials Open to Sharing More Data but Skeptical of Use

Conclusion

Recommended by the Authors

About This Research

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