TECH BUYER Mar 2022 - IDC Perspective - Doc # US48967322
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."