No Web professional will argue that personalization doesn't work, but marketers aren't as advanced in this regard as their customers think or expect.
A new study by Forrester, commissioned by SAP Hybris, compared the perspective of 200 marketers with those of 1200 consumers, finding that while two-thirds of marketers rate their personalization efforts as "very good" or "excellent," just 31 percent of consumers reported companies delivered on their expectation of a personalized experience.
So, what's the reason for the gap? The report revealed that most companies still don't have the unified view of their customer that is required for personalization.
The infographic below, which is based on the study, illustrates just how important it will be moving forward for marketers to fix their data challenge to develop more personalized experiences for their audience.