Business Case Report

A Measurement Approach For Consumer Personalization

Create A Plan That Elevates Customer Objectives And Tracks Metrics Over Time

March 15th, 2024
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
With contributors:
Emily Collins , Tina Moffett , Maxie Schmidt , Bruna Venicio , Christine Turley

Summary

Companies that have tackled consumer personalization with Forrester’s strategy, data, and technology frameworks need a way to holistically measure performance. Companies struggle to assess the business impact of their consumer personalization programs because tactics are spread across teams and assessed at the touchpoint level. This report helps readers develop a better measurement plan by parsing through customer vs. company objectives, metrics by company function, and a mix of short-, medium-, and long-term KPIs.

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