Gartner for Marketers Research

Expert Research

Making Personalization Pay

As the fight to capture consumer attention intensifies, most marketing organizations are investing in personalization. The average brand already spends 14% of its entire marketing budget on personalization, and most plan to increase that spend over the coming years. For the vast majority, though, returns hold many unknowns. Gartner surveyed more than 100 marketers to gain insight into the characteristics of their personalization systems.

Our research outlines four personalization priorities that CMOs and leadership must undertake to enable effective personalization:

  1. Help marketers prioritize personalization opportunities.
  2. Help marketers produce more content efficiently.
  3. Increase marketers’ knowledge of data and technology.
  4. Help marketers understand consumer reactions.

Learn how your peers are making the right investments in their people and ensuring they have the capabilities to create and deliver personalized messages appropriately, efficiently and effectively.

 

To download the research, please complete the form below.

By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

Contact Information

All fields are required.

  • Step 2 of 3

    By clicking the "Continue" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Company Information

    All fields are required.

  • Step 3 of 3

    By clicking the "Submit" button, you are agreeing to the Gartner Terms of Use and Privacy Policy.

    Gartner is a trusted advisor and an objective resource for more than 15,600 organizations in 100+ countries.

    Learn more about how we can help you achieve your mission-critical priorities.