Some personalization efforts have a meaningful effect on the overall customer experience by making customers lives easier. Other tactics, particularly those that focus solely on messaging, may have a limited impact, leading to only minor improvements in marketing metrics—a slight bump in the email open rate or minuscule increase in click through rate—and no real change in business outcomes. Every bit counts, but personalization takes significant upfront investment and should be prioritized based on what matters most to customers. Don’t just personalize marketing, deliver a personalized experience.

Personalizing even a single aspect of the customer experience, such as marketing, takes sustained investments in customer data and analytics—including spending on data management and analytic tools, hiring the right analytical talent, and developing or revamping marketing processes. It also requires technology and techniques that allow marketers to apply insight to execution, such as prioritizing marketing channels and platforms that enable audience segmentation and targeting over those that only support generic customer engagement.

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