Essentials Report

Forrester’s Essential Research For Approaching Consumer Personalization

March 18th, 2024
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
With contributors:
Emily Collins , Bruna Venicio , Christine Turley

Summary

Despite companies’ obsession with personalization, consumers don’t feel that companies create relevant experiences for them. Companies must understand consumer appetite for personalized interactions, develop a strategy, audit their data, coordinate technology, and have a measurement plan. This report helps companies navigate Forrester’s key consumer personalization research.

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