Essentials Report

Research Overview: Personalization

A Guide To Our Personalization-Related Research

August 2nd, 2021
Rusty Warner, VP, Principal Analyst
Rusty Warner VP, Principal Analyst
With contributors:
Mike Proulx , Mary Pilecki , Cole Walsh , Christine Turley

Summary

B2C marketers strive to deliver relevant, personalized customer experiences. But heightened customer expectations, conflicting business goals, overlapping technologies, and execution challenges mean it’s no easy task. Done right, personalization goes beyond any single technology to focus on contextually relevant experiences that boost customer value. Firms must reconcile disparate strategies and tech investments to orchestrate personalization that delivers customer value across all touchpoints throughout the customer lifecycle. This report compiles Forrester’s body of recent personalization research to help you understand the requisite components of a holistic personalization strategy.

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