Marketers know that data-driven personalization presents a huge opportunity and a meaningful way to deliver on customer expectations.
Research backs up that common sense. In one recent study, 89% of decision-makers say they believe personalization “is invaluable to their business’s success in the next three years.”
Yet most organizations struggle to personalize content. I explained some reasons in a recent episode of Live With CMI. Read on for the highlights, or watch the video interview:
You lack the right data (or don’t have access to it)
You know you need to offer personalized recommendations on content, products, use cases, etc. Yet, you may only be able to do it at a high level of segmentation (if at all) because you lack the data that empowers personalization that matters to the audience.
That obstacle arises when you don’t have an integrated data system or enough data. Your organization likely looks at data in an ad hoc way:
- Customer relationship data sits with …