Welcome
How Mature Is Your Personalization Practice?
B2C companies strive to deliver meaningful, personalized customer experiences. Done right, personalization can create a mutual value exchange for the business and its customers. Done wrong, it can be detrimental to both. How well is your organization doing at delivering valuable, personalized experiences at scale? Take our short self-assessment to find out.
The assessment will take 8-10 minutes to complete and is worth the time as you will receive customized results, see where you rank relative to your peers, and walk away with customized recommendations on next steps based on your maturity level.
Questions
If applicable, where is your organization investing (people, budget, etc.) to improve customer understanding? (Select one per row.)
Questions
How effective is your organization at the following? (Select one per row.)
Questions
If applicable, where is your organization investing (people, budget, etc.) to improve privacy and trust? (Select one per row.)
Questions
How effective is your organization at the following? (Select one per row.)
Questions
If applicable, where is your organization investing (people, budget, etc.) to improve personalized content? (Select one per row.)
Questions
How effective is your organization at the following? (Select one per row.)
Questions
If applicable, where is your organization investing (people, budget, etc.) to scale personalization efforts? (Select one per row.)
Questions
How effective is your organization at the following? (Select one per row.)
Results Overview
To consistently deliver relevant and compelling customer experiences, companies first need to understand how their capabilities and resources rank against five core competencies that help upgrade their personalization practices to be customer-led and to drive business growth. Our assessment evaluates participants across five key disciplines:
Understanding customers with the right data
Applying creativity and empathy
Respecting privacy and earning trust
Creating dynamic, personalized content
Investing in personalization at scale
Where is your firm today, and what can you do to more consistently deliver personalized experiences in the future? Continue to see your personal results and recommendations.
Recommendations
Your maturity result: BeginnerIntermediateAdvanced
Beginner
This score translates to your company’s personalization initiatives being at the beginner stage of maturity. When examining how beginner organizations in our study compare to their more mature peers, Forrester recommends that beginner firms take the following steps to jump-start their personalization practices:
- Establish a foundation for customer understanding by developing a unified customer data model to connect disparate first- and third-party data and integrate customer interaction data to fuel customer segmentation.
- Support empathy and creativity via cross-functional collaboration that’s focused on consistency across customer communications and touchpoints.
- Instill the principles of privacy and trust with tools that manage consent, make it both easy and mandatory to honor customer preferences and to comply with privacy and security regulations.
- Emphasize the creation of dynamic, personalized content by employing and/or training sophisticated marketing practitioners for content development, campaign design, and cross-channel orchestration.
- Rationalize your personalization investments with cross-channel measurement tools to track core activities and gauge performance across programs.
Intermediate
This score translates to your company’s personalization initiatives being at the intermediate stage of maturity. Forrester recommends that intermediate organizations take the following steps to advance their personalization initiatives to the ranks of advanced firms:
- Improve your customer understanding by establishing a unified customer data management strategy and defining a comprehensive approach to data management and data quality.
- Facilitate empathy and creativity with a customer-obsessed marketing mindset that’s powered by data-driven decisioning and continuous experimentation.
- Establish privacy and trust by building an enterprise preference center, where customers can share and manage interests and engagement preferences.
- Ensure the creation of dynamic, personalized content by implementing digital asset management tools that support personalized customer experiences and enable collaboration with content creators and contributors.
- Operationalize your personalization investments by defining customer value-based metrics (e.g., customer lifetime value) and setting marketing goals that measure standardized, quantitative metrics which are aligned with business objectives.
Advanced
Congratulations, this score translates into your personalization initiatives being at the advanced stage of maturity! However, this is not time to rest on your laurels. There are still proactive steps you can take to extend your personalization efforts. Based on the results of your advanced peers, Forrester recommends that advanced organizations take the following steps to further advance their personalization initiatives:
- Evolve your customer understanding by refining your customer data management strategy to capture and use real-time behavioral and contextual data for in-the-moment personalized experience delivery.
- Demonstrate empathy and creativity with customer experience design that delivers a mutual value exchange and solves customer problems, versus offering promotions that use personalization tactics.
- Proactively approach privacy and trust by defining processes to collect zero-party data, match identity keys across touchpoints and devices, and link resolved identities to customer insights and preferences.
- Extend your creation of dynamic, personalized content beyond marketing’s traditional remit and collaborate with other customer-facing functions to enrich experiences across the entire customer lifecycle.
- Further scale your personalization investments by aligning skilled resources with an agile marketing technology ecosystem strategy, applying future-state journey mapping to plan ahead for customer needs, and adopting advanced marketing measurement to continuously optimize marketing performance.
Next Steps
Next Steps
Next Steps
Ready to get started?
To learn more about how Track can help your grow your personalization practice, contact research@track.de.
View your detailed results
Methodology And Disclaimers
Methodology And Disclaimers
Methodology
Methodology
In this study, Forrester conducted an online survey of 459 B2C decision-makers in North America, Europe, Australia, and New Zealand to evaluate the current state of their personalization practices. The study was completed in May 2022.
Disclaimers
Although great care has been taken to ensure the accuracy and completeness of this assessment, Track and Forrester are unable to accept any legal responsibility for any actions taken on the basis of the information contained herein.