Marketers Struggle To Achieve Real-Time Personalization, Despite Prioritization

Personalized customer experiences remain a top priority for senior executives, yet real-time, one-to-one personalization is still an elusive goal for many organizations, according to new findings from Adobe Analytics.

The report reveals that 61% of senior executives view personalization as a key driver of engagement and growth. However, practitioners highlight challenges in effectively leveraging customer data to achieve true, individualized interactions. Currently, 47% of organizations rely on data and analytics to personalize content based on segments or personas—broad categorizations such as demographics. A smaller share, 42%, delivers recommendations tailored to individual behaviors, such as previous purchases or interactions with online content.