Digital marketers find themselves in a challenging environment flanked by consumer desires for increasingly personalized content and more robust data protection. Legislation like the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the U.S. represent a fundamental shift in the regulation of how consumer data is stored and collected by brands, signaling that no personalization tactic is sacrosanct. Best-in-class brands must navigate these new realities by taking a holistic approach to data capture, drawing from both explicit and (increasingly) implicit data sources.
However, only 26% of analyzed brands sufficiently utilized implicit data—which can be more cost-effective—and just 15% earned a Leader designation, maximizing both data sources. Despite the benefits of personalization in an age where relevance is the de facto digital currency, organizations are lagging behind. Sixty percent of marketing leaders believe they do not have an effective personalization strategy and roadmap. Moreover, they continue to struggle with execution—in 2019, only 11% of analyzed brands personalized their site homepages based on browsing behavior.
In the face of new limitations, brands must rethink their entire approach to site data collection, notifications, and deployment in marketing messages to avoid risking a loss of their audience’s trust and attention. Gartner’s new report, “Activating Explicit and Implicit Data to Personalize at Scale” evaluates the data collection, communication and targeted marketing practices of 130 brands in nine sectors.