September 02, 2014

Marketing professionals agree on the importance of personalization

but struggle with implementation


Conversant today announced the results of a commissioned study conducted

by Forrester Consulting on behalf of Conversant focused on personalized

marketing. The study, entitled "The Personalization Imperative," found

that marketers and insights leaders have great belief in the power and

benefits of personalized marketing but need additional outside help to

overcome internal challenges as they work to deliver on their visions.

Forrester solicited the opinions of customer insights and marketing

professionals across multiple industries, and found that 94 percent rate

personalization as "important," "very important," or "extremely

important" for meeting their current marketing objectives. However, more

than half reported some concern about "major or extreme" challenges to

implementing and expanding the role of personalized marketing in their


These include:

  • 66 percent see this level of challenge in securing internal resources

    to execute personalized marketing programs

  • 65 percent face this degree of hurdles in building a comprehensive

    single view of each customer across all sales and marketing channels

  • 63 percent are concerned at this level about data privacy

Despite these challenges, the majority (almost 75 percent) of those

surveyed indicated that they plan to increase investment in some or all

personalization capabilities.

"We believe the study quantifies a trend we've seen in countless

meetings with publishers and advertisers where marketers are struggling

to turn their big consumer data assets into actionable personalized

communications," said Scott Eagle , chief marketing officer at

Conversant. "The most successful companies will be those that can use

consumer data to craft relevant messages for each individual consumer to

drive and solidify long-term relationships."

The study concludes with four important recommendations for companies

seeking to plan, implement or expand their personalization strategies:



Define clear goals and objectives as the basis for creating a

personalization roadmap.


Asses the current state of your personalization maturity based on

what is possible today.


Develop programs to leverage your consumer data for real-time



Overcome internal resource constraints by identifying partners that

understand how to turn big data into deep and actionable insights to

help meet your personalization initiatives.


To further address the complex issues revealed in the study, marketers

need to seek partners with comprehensive privacy-compliant capabilities,

and sophistication in data onboarding, collection and management.

To obtain a complete copy of the study, go to

About Conversant, Inc.

Conversant, Inc. (Nasdaq:CNVR) is the leader in personalized digital

marketing. Conversant helps the world's biggest companies grow by

creating personalized experiences that deliver higher returns for brands

and greater satisfaction for people. We offer a fully integrated

personalization platform, personalized media programs and the world's

largest affiliate marketing network - all fueled by a deep understanding

of what motivates people to engage, connect and buy. For more

information, please visit

For Conversant, Inc. Jamie Lasecke ,

Source: Conversant, Inc.

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