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Barriers to Personalization

December 17, 2015

By Stephen H. Yu, Target Marketing

Recently, I stumbled onto survey results from marketers regarding “data-related headaches,” published by a reputable source. What surprised me the most was not the list of the pain points, but the way marketers expressed the severity of pains. They collectively answered that “moving data among different silos” and “gaining a single customer view” gave them the most severe headaches, while “personalization” brought not-so-severe pain. That gave me an “oh, really?” moment. Then they put “contextualization” (of data, I assume) and “turning data into insights, and insights into actionable segments” right in the middle.
From a data and analytics specialist’s point of view, it seems like marketers have no idea where the pains originated. Simply, proper personalization is not possible without the 360-degree view of a customer and insights derived from the data. So, in my opinion, the severity list seems completely backward. And it is just unbelievable that marketers “think” that they are performing some type of personalization without much of a headache.

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