The overall pace of personalisation adoption and implementation is quite lethargic. According to Forbes Insight Publication ‘The Clear Path to Personalization’, organizational issues impede personalisation initiatives. Assembling the data from disparate silos entails technical challenges. Organizations need to be ready to take full advantage of personalisation technologies, and it involves corporate buy-in, seeking the right talent, etc.
- Data quality
48% of interviewed cited data quality as a leading technical challenge. Using the wrong data might fuel ineffective personalisation.
- Change management
Also prevalent is the concern about change management issues and the challenge involved in bringing managers and employees onboard.
Lack of analytical acumen, skilled workforce and resources dedicated to personalisation is another kind of obstacle. Only 30% agree they have sufficient experience on staff with marketing technology platforms. Mere 23% say their organizations are equipped with sufficient digital media targeting experience.
- Data issues of personalisation leaders
The more mature a personalisation effort, the more likely data issues will surface. Leaders are mostly challenged trying to harness their data and gather more of it. They deal with ease-of-use issues or the shortage of data.
- The struggles of early adopters
14% of early adopters mention an inability to execute in customer-facing channels as their most difficult challenge. 11% of respondents mentioned a lack of analytical acumen and another 10% pointed to a lack of budget.
- Various touchpoints
Understanding and leveraging the increasingly wide variety of ways in which customers contact the organization is another challenge/ Many different devices are used as touchpoints (social media, TV, email, mobile apps) and the marketers need to be able to connect them. Understanding that who we deal with is the same person and delivering the relevant messages to all of them might be arduous.