Dynamic Yield surveyed 700 global marketers and executives across profiles and industries to find out. The results show while personalization is strongly valued, each region is at very different stages along the personalization maturity journey, with the full potential of an individualized approach yet to be realized.

1. THE STATE OF
PERSONALIZATION MATURITY

2. Dynamic Yield surveyed 700 global marketers and executives across
profiles and industries to find out.
The results show while personalization is strongly valued, each region is at very
different stages along the personalization maturity journey, with the full potential
of an individualized approach yet to be realized.
HOW ARE GLOBAL BUSINESS PRIORITIZING
PERSONALIZATION AS KEY TO DELIVERING CUSTOMER
EXPERIENCES?

3. PERSONALIZATION IS BEING TAKEN VERY SERIOUSLY
Globally, marketers largely believe in
the value of personalization, with
very few disinterested in the idea of
it’s importance.
Of those polled, 92% share the
belief that personalization is
valuable.
Marketers and executives polled on whether their organization
believes in the value of personalization:
100
80
60
40
20
0
Percentofrecipientspolled
25%
46%
20%
Pioneer: Absolutely, it’s at the core
of the customer journey
Basic: Somewhat, but haven’t
quantified the impact
Advanced: Yes, we
understand the benefits
Absent: No, we’re mostly
disinterested in the idea
9%
14%
43%
35%
8%
27%
52%
17%
4%
21%
46%
26%
8%
GLOBAL AMER APAC EMEA

4. THE PERSONALIZATION OPPORTUNITY NOT REALIZED BY ALL
When believers of personalization
were polled against their ability to
personalize customer experiences,
the number of those who reported
successfully doing so shifted.
This overlap contributes to 45%
of missed opportunities globally.
Ability to Personalize
Customer Experiences
Believe in the Value
of Personalization
45%
GAP
92%
Do
Do Not
8%
47%
53%
Percentofrecipientspolled
Well
Not Well

5. THE PERSONALIZATION OPPORTUNITY IN AMER
Most polled in AMER reported a
strong belief in personalization, but
only about 1/4 of them feel they can
personalize customer experiences
well.
This overlap contributes to only
72% of missed opportunities.
AMERRespondents
Ability to Personalize
Customer Experiences
Believe in the Value
of Personalization
72%
GAP
96%
24%
76%
4%
Do
Do Not
Well
Not Well

6. THE PERSONALIZATION OPPORTUNITY IN APAC
Not only the strongest believers in
personalization, the APAC region
also consider themselves able to
personalize customer experiences
well.
This overlap contributes to only
28% of missed opportunities.
APACRespondents
Ability to Personalize
Customer Experiences
Believe in the Value
of Personalization
28%
GAP
64%
36%
Do
Do Not
Well
Not Well
92%
8%

7. THE PERSONALIZATION OPPORTUNITY IN EMEA
Most polled in EMEA reported a
strong belief in personalization, with
a big portion of them reporting the
ability to personalize customer
experiences well.
This overlap contributes to 50%
of missed opportunities.
EMEARespondents
Ability to Personalize
Customer Experiences
Believe in the Value
of Personalization
50%
GAP
41%
59%
Do
Do Not
Well
Not Well
91%
9%

8. TIGHT RESOURCES PROVE MAJOR CHALLENGE
Time constrains, budget issues,
and understaffing were reported as
barriers to deploying and scaling
personalization for most orgs.
Globally, only 22% of companies
feel they have what they need to
win with personalization.
100
80
60
40
20
0
Percentofrecipientspolled
GLOBAL AMER APAC EMEA
39%
31%
17%
13%
23%
32% 34%
11%
50%
25%
9%
17%
35%
30%
22%
13%
Pioneer: We have a dedicated
team to launch campaigns
Basic: We pull dev in
as necessary
Advanced: Available but
need a business case
Absent: We don’t have
enough time or money
What type of resources do you have to run personalization in
your organization:

9. STRATEGIC PRIORITY ≠ EFFECTIVE EXECUTION
49% of companies have already identified personalization
as a top priority investment.
BUT today, only 23% are truly capable of consolidating data into
a single view of the customer, which allows them to personalize
experiences for each channel.

10. CLOSE BUT NO CIGAR FOR THESE PERSONALIZATION NECESSITIES
60%
1/4
15% A small portion surveyed, 15%, said they masterfully used their data
to find opportunities through machine learning technologies.
Only 1/4 of respondents described a deep integration of
personalization with their tech stack, prohibiting them from customizing
experiences across channels and devices.
For nearly 60% of responders, personalization still acts as a channel-
specific solution, integrated with some elements in the stack.

11. MINIMAL DOCUMENTATION LEAVES MUCH TO THE IMAGINATION
Your organization’s personalization success stories are…
22% “Inspiring, with big numbers to
prove it.”
36% “Quantitative and tied to real
business metrics.”
42% “Non-existent or anecdotal with
little to no real substance.”
Despite personalization taking place
in various shapes and forms across
the globe, all regions suggested
they relied on qualitative success
stories.
Though tied to business metrics,
not enough reported documenting
stories of true personalization

12. CLIMBING THE PERSONALIZATION MATURITY LADDER
Assemble a world-class personalization team
Devote resources from across the company
Partner with a leading optimization agency
Deliver the best experiences with a unified stack
Increase revenue,
lower total cost of
ownership, and
boost your team’s
ability to deliver a
superior experience
to your customers!
1
2
3
4

13. THE CENTRALIZED TEAM ADVANTAGE
Truly customer-centric orgs bake personalization into the DNA of all teams
How do internal teams translate their goals and customer profiles into high-impact campaigns?
They create processes and testing roadmaps
They test against a unified methodology and vision
They analyze results and use them to inform decisions
1
2
3

14. Travel relies on data to address the needs of customers throughout booking
Finance has developed a culture around personalization
Tech has employed the right technology
59%
49%
18%
INDUSTRY MVPs

15. TO RECAP…
1
Personalization is a core priority for marketers, product managers, and developers across industries
92% of Dynamic Yield survey respondents believe there is value in personalizing experiences
2
There is a massive gap between folks who cite personalization as a priority and those successfully deploying at scale
Only 22% of marketers say they have the resources necessary for personalization
3
Time constrains, budget issues, and understaffing are most common barriers to personalization
Only 23% of marketers are able to consolidate data to power a single view of the customer
4 Machine learning will transform marketing….if only machines could access the data
Less than 15% of respondents use data to find opportunities through machine learning technologies
5 Personalization pioneers bake experimentation into the DNA of all teams responsible for customer experience
The best companies align the entire organization on a vision for the ideal customer journey

16. DISCOVER YOUR COMPANY’S
PERSONALIZATION MATURITY LEVEL
BEGIN SELF-ASSESSMENT