Gartner Research

Crawl, Walk, Run: Define Your Vision, Strategy and Roadmap for Personalization

Published: 29 January 2019

ID: G00377720

Analyst(s): Jennifer Polk


Personalization is increasing in popularity as a way to improve business results across the customer journey. But marketing leaders often aim high without first piloting personalization techniques. Use this research to define your brand’s path to personalization success.

Table Of Contents
  • Key Challenges



  • Implement Pilots With Existing Personalization Capabilities to Build the Business Case for Additional Investment
    • Maintain a Test-and-Learn Approach to Personalization
  • Identify Capabilities Needed to Achieve Your Vision and Build an Iterative Roadmap to Get There
    • Discover Solutions for Marketers in the Walk Stages of Personalization
    • Personalization at a Run May Exceed Brands’ Appetites for Investment, but Could Provide Real Opportunity for Differentiation

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