Most marketers have personalization strategies in place, but many struggle to make them effective.
In a March survey from Evergage and Researchscape International of 300 marketers, 93% of whom were from the US, just 6% of respondents gave their personalization efforts an A rating. Some 46% graded their personalization as a C, making it the most popular response given. This implies that marketers’ personalization efforts are good enough for a passing grade—but just barely.
A major roadblock that derails effective personalization is inadequate data. Most of the marketers polled said they did not have sufficient data to mount successful personalized campaigns. Business-to-business (B2B) marketers were more likely than business-to-consumer (B2C) marketers to say their personalization data was insufficient.