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RESEARCH, ANALYSIS & TRENDS

Personalization is up-and-coming but time-

consuming from a technical point

Only a minority uses AI and machine learning

According to those surveyed, the potential for
personalization is high. The other side of the coin,
however, are the technical challenges that need to be
mastered. Nine out of ten respondents (91%) still see a
"limiting factor for personalization performance" in the
technical infrastructure of companies. In addition,
companies are not taking full advantage of modern
technologies such as artificial intelligence (AI) and
machine learning (ML). Only a third use the automation
of personalized recommendations – for example, on
Technology experts consider personalized their own website – either not at all or only to a small
content and product delivery to be very extent. In contrast, 64% "predominantly" use
important, but the technical infrastructure in automation, but even these companies are not fully
many companies is not yet equipped for this. At adapting.
least that’s according to the study by Optimizely,
a digital experience service provider, for which Biggest problem of inferior database
100 technology experts from the around the Technology experts see the biggest obstacle to
world were interviewed. It examined the successful personalization projects as limited access to
importance of personalization in companies and usable, reliable data. Inadequate data quality is
what challenges this entails for technology. responsible for more than half (58%); 57% complain
about insufficient access to data and 54% see
Personalization drives customer satisfaction substandard IT infrastructure as the main obstacle,
while 41% blame gaps in human resources and skills.
The results show that personalization in the All respondents agreed that poor data quality and
presentation of content and products has long been a timeliness has a negative impact on business
"must have" in companies, especially in customer performance that personalization projects cannot
communication: 79% of those surveyed agreed that advance; 77% see a partial impact, 17% a moderate
personalized content delivery is important for impact and 6% a strong impact.
customers. Just over a fifth (22%) even see it as a
necessity that companies can no longer do without Just recently, Gartner recognized Optimizely again as a
today. leader in the Magic Quadrant for DXP. Optimizely's
Digital Experience Platform, which includes content
Accordingly, the topic is anchored at company level: all management, personalization, customer data
100 respondents stated that personalization is always management and analytics, is available on a
prioritized in company decisions; 21% see this as a low subscription basis as a hybrid cloud solution and
priority, but 69% give it a medium weight at the leverages some SaaS components with management
enterprise level, while 10% even give personalization a user interfaces based on a multi-tenant PaaS solution.
high priority. ◊

For 56% of respondents, personalization is primarily By Daniela La Marca
responsible for higher customer satisfaction; 30% see a
significant increase in customer ratings and feedback
through personalization, 10% see an increase in
positive recommendations, and 4% attribute
personalization to sales growth.

4 July 2022: Search Marketing