On-site personalization is poised to gain significant traction in 2016. In fact, 94% of marketers and 90% of agencies agree that “personalization of the web experience is critical to current and future success.” And yet three quarters of marketers reported being unsure of how to do it.
Two evolving factors are making on-site personalization more realistic. First, many brands have invested in building comprehensive data collections and are putting big data to work. Second, the latest content management technologies have built-in capabilities that are making it easier and faster to deliver highly personal experiences, such as a shopping assistant, “find your own style” guide, and recommendations based on personal interests and activity.
