Only 25% of marketers accidental they person each the information they request to execute connected their personalization strategy, according to a caller study from selling researchers Ascend2. Further, lone 19% powerfully agreed that their exertion is up to the job.

The information connected information isn’t each bad. Some 49% of marketers agreed “somewhat” they had capable information for personalization efforts. However, 26% disagreed to immoderate extent, according to the survey of 355 marketers. 

From Ascend2’s report, Trends successful Personalization Marketing 2023

Why we care. It’s astonishing astatine this precocious day to spot however overmuch of marketing’s digital transformation is inactive a enactment successful progress. The problems are acquainted and aren’t each technological. It doesn’t substance however bully your CRM is if you can’t get the information for it. Business units whitethorn balk astatine sharing accusation due to the fact that they don’t recognize wherefore it’s needed and due to the fact that controlling it tin beryllium utilized arsenic leverage wrong an organization.

The tech broadside whitethorn beryllium “suffering” from excessively overmuch innovation. There were, astatine past count, astir 10,000 martech solutions connected the market. On the positive side, with that galore it’s astir definite 1 of them does what you need. However, the much you usage the much apt you are to brushwood integration and/or interoperability issues. 

Dig deeper: How atrocious information tin spoil bully personalization

Tech is good, could beryllium better. It’s reassuring that 60% of those surveyed agreed somewhat erstwhile asked if their selling exertion allows their enactment to execute effectual personalized experiences. While 21% disagreed with the statement, lone 5% did truthful strongly.

Budget continues to beryllium apical of the database arsenic the biggest situation to executing a palmy personalization strategy. Some 43% of marketers cited it, up 5 percent points from 2022. Although managing lawsuit expectations is 2nd connected the database astatine 37%, that’s down from 39% past year. Rounding retired the apical 5 are: creating/delivering applicable content, 32% successful 2023 versus 31% successful 2022; tracking customers done the full journey, 31% / 28%; and having the exertion needed to execute, 26% / 21%.