Data Overview Report

The State Of Consumer Personalization, 2023

Consumers And Companies Have Different Views Of Personalization

November 21st, 2023
Jessica Liu, Principal Analyst
Jessica Liu Principal Analyst
Cole Walsh, Researcher
Cole Walsh Researcher
With contributors:
Emily Collins , Rusty Warner , Joe Stanhope , Stephanie Liu , Brandon Purcell , Emily Pfeiffer , Brendan Witcher , Chiara De Gasperin , Bruna Venicio , Rachel Birrell

The state of consumer personalization is inconsistent: Consumers don’t mind personalization later in the customer lifecycle, but companies tend to deliver disjointed experiences and overdo prepurchase personalization. This disconnect yields obtrusive and invasive sales and marketing moments. This data overview examines consumers’ feelings about personalization as well as how companies are tackling it. Our data reveals that companies must shift their mindset to accommodate better personalization across the customer lifecycle: before, during, and after purchase.

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