Personalization isn’t new. It has been around for a long time since the introduction of the internet in our daily lives. However, despite the potential benefits of personalization, many factors make it difficult for marketers and technical leaders to personalize content. In fact, according to Gartner, by 2025, 80% of the marketers who have invested in personalization will abandon their efforts due to a lack of ROI.
For instance, to succeed at personalization, you need data points from different sources. You need to be able to interpret these data points, find ways of analyzing them and turning them into insights, and finally, you have to act on those insights by optimizing your site or app.