What returns do businesses see when they invest in personalization? And do customers share the same enthusiasm for it? See what the latest research says.

2. Businesses today understand the
value of personalization…

3. 69%
of business leaders plan to
increase their investment
in personalization despite
economic headwinds
Source: State of Personalization, 4th Edition by Twilio Segment (2023)

4. What tangible benefits do businesses
see from personalization?

5. 62%
of business leaders cite
improved customer
retention from
personalization
Source: State of Personalization, 4th
Edition by Twilio Segment (2023)
>50%
of business leaders
consider personalization
important to win new
customers

6. Yet, 39% of businesses face
challenges in using personalization
technologies effectively…

7. 50%
of businesses cite data
accuracy as a
challenge to getting
personalization right.
Source: State of Personalization, 4th Edition by Twilio Segment (2023)

8. In the light of recent privacy laws and
the eventual deprecation of third-party
cookies…

9. 78%
of businesses consider
first-party data as the
most valuable data
source for
personalization.
Source: State of Personalization, 4th
Edition by Twilio Segment (2023)

10. And while only 51% of customers say
they trust companies to use their data
safely…
Source: State of Personalization, 4th Edition by Twilio Segment (2023)

11. …they value personalized
experiences as well…

12. 80%
of businesses observe that
consumers spend more
when their experience is
personalized
Source: State of Personalization, 4th Edition by Twilio Segment (2023)
56%
customers say they will
become repeat buyers if
experiences are
personalized

13. technology
advances
they provide more
data
they spend
more
And the expectation from customers of better personalized
experiences increases when…
73% 74% 64%
Source: State of the Connected Customer, 6th
Edition by Salesforce (2023)