Published: 24 October 2018
Analyst(s): Marketing Research Team
Fifty-six percent of marketing leaders have increased their personalization spend in 2018. However, the majority of marketers struggle to scale their personalization efforts. Review key findings from our cross-industry survey of more than 60 brands about their personalization systems and strategy.
Marketing Owns Personalization but Needs Strategy
Technology and Online Media Emerge as Key Personalization Spend Categories
Staffing Remains Key Barrier to Effective Personalization
Recommended by the Authors
About This Research
©2021 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.