Gartner Research

Gartner Guide to Charting a Path to Personalization

Published: 25 January 2019

ID: G00373246

Analyst(s): Jennifer Polk


Personalization is promising, yet rife with pitfalls. Marketing leaders are unsure of what to personalize, how to use data and scale content, and what capabilities are key to success. This research highlights resources and advice to help marketers personalize brand messaging and interactions.

Table Of Contents


  • Marketers’ Respond to Consumer Demand for Personalization
  • The Path to Personalization Starts With Strategy

Research Highlights

  • Start With Customer Understanding
  • Build a Personalization Strategy
  • Operationalize and Scale Personalization

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