Personalization efforts can go too far, especially as consumer anxiety around data collection and use persists. Leaders struggle to find a balance between privacy and the promise of personalization, while also keeping up with emerging technology and growing data sources.

Prioritizing high-value opportunities starts with understanding how personalization can be used to help the buyer to complete their purchase or make a decision. Our 2Q19 Executive Guidance offers lessons learned and proven examples of high-impact personalization.