Best Practice Report

A Technology Overview Of Consumer Personalization

You Need Five Functional Categories To Deliver A Personalized Moment

June 6th, 2023
With contributors:


Consumer personalization requires strategy, data, and technology. But there is no single personalization technology category. Rather, personalization capabilities are baked into many technology categories, and companies must harmonize multiple technologies to deliver personalized moments across the customer lifecycle. This report explains the five critical functional categories of recognition, insights, decisioning, delivery, and optimization and arms companies with a technology partner vetting checklist.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.