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.