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The Flight to First-Party Data and the Journey to Empathy@Scale, Part 2 — Personalization

Publisher IDC
Published Mar 30, 2022
Length 6 Pages
SKU # IDC17066989

Description

The Flight to First-Party Data and the Journey to Empathy@Scale, Part 2 — Personalization

This IDC Perspective provides insights and guidance for brands to improve the efficiency and efficacy of their marketing practices through personalization."Brands are struggling with the challenges of personalization," said Gerry Murray, research director of IDC's Marketing Technology Automation service. "One of the key challenges is the definition of personalization itself in terms of how much to offer which customers in which interactions. These are questions that cannot be sufficiently answered by click pattern analysis alone. Therefore, brands must think more holistically and empathetically about personalization as an input/output process and lean in more creatively to the input side of the equation, which is what most customers are most upset about."

Please Note: Extended description available upon request.

Table of Contents

6 Pages
Executive Snapshot
Situation Overview
Personalization (Im)maturity
Personalization Tech Stack Challenges
Advice for the Technology Buyer
Personalize Personalization
Map the Customer's Data Journey
Prioritize Customer Performance Indicators
Create a Customer Data Community
Learn More
Related Research
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