Don’t Blame Personalization After Messing It Up

In late 2019, Gartner predicted “80% of marketers who have invested in personalization efforts will abandon them by 2025 because of lack of ROI, the peril of customer data, or both.” Interesting that I started my last article quoting only about 20% of analytics works are properly applied to businesses. What is this, some 80/20 hell for marketers?

Nonetheless, the stat that I shared here begs for further questioning, especially the ROI part. Why do so many marketers think that ROI isn’t there? Simply, ROI doesn’t look good when:

  1. You invested too much money (the denominator of the ROI equation), and
  2. The investment didn’t pay off (the numerator of the same).
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