Customer Experience 2019 (Part 2)—Personalization and Data-Driven Experiences

The Building Blocks of a Better Customer Experience (A 4-Part Series)

About This Report
Both perceived customer demand as well as internal demands for accountability and measurability are driving personalization efforts. This report explores how marketers are using data to optimize omnichannel experiences for consumers, and what consumers think of these personalization efforts.

Executive Summary

Marketers believe they have a mandate to personalize customer experiences across channels. That’s because most believe consumers have signaled their interest in receiving more tailored communications through their behavior and actions. And in many cases, personalization seems to be the logical next step in achieving the greatest return on marketing investments in a digital, measurable world.

To what extent are marketers providing a cohesive, tailored customer experience across all touchpoints?

Marketers are continuing to improve and extend their capabilities when it comes to delivering tailored messaging and experiences across channels, but, for most, there are still significant gaps.

What data sets, technology and best practices are marketers using to personalize omnichannel experiences?

Marketers are relying more than ever on first-party data to personalize customer experiences, though external data still plays a major role. Customer data platforms (CDPs) and other data solutions are becoming more widespread and important to the deployment of sophisticated data-driven experiences. And some marketers are also looking beyond digital performance metrics to user testing and surveys to make sure they’re addressing customer needs.

What upcoming trends and influences for personalization may affect future practices?

Consumer concerns over data privacy, and government regulation responding to those concerns, are not going away. Industry moves like Apple’s Intelligent Tracking Prevention (ITP) have hindered some current practices, and marketers will have to continue responding to such changes over the next few years as best practices remain in flux.

At the same time, the ongoing digital transformation among companies may make other aspects of delivering data-driven customer experiences easier. If brands do away with data silos and effectively align incentives around the customer, it may help them deliver more of the right messages at the right times—with consent, of course.

WHAT’S IN THIS REPORT? This report investigates the latest strategies and practices marketers are using to deliver data-driven experiences to customers across channels.

KEY STAT: According to 2019 Winterberry Group polling, seven in 10 US digital marketers say perceived demand from customers will be an important driver of their data-driven marketing efforts. About half also pointed to the growing emphasis on measurability and accountability.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

35expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. The State of the Cohesive, Omnichannel Experience
  3. What’s Driving Personalization Strategies
  4. How Personalization Strategies Are Being Executed
  1. The Future of Personalization
  2. Key Takeaways
  3. eMarketer Interviews
  4. Read Next
  1. Sources
  2. Media Gallery

Charts in This Report

Interviewed for This Report

Nicolas Avila
Vice President of Technology
Interviewed May 3, 2019
Leah Anathan
Interviewed April 1, 2019
Dennis Becker
Interviewed April 1, 2019
Brad Birnbaum
Founder, CEO
Interviewed April 25, 2019
Emily Blair
Goodway Group
Vice President, Strategy
Interviewed April 25, 2019
Jane Clarke
Coalition for Innovative Media Measurement (CIMM)
CEO, Managing Director
Interviewed April 22, 2019
Karen Cohen
Director, Product Marketing
Interviewed April 24, 2019
Carolyn Corda
Interviewed April 25, 2019
Devon DeBlasio
Senior Product Marketing Manager
Interviewed April 23, 2019
Ric Elert
Interviewed April 22, 2019
Mike Fisher
Fluent Dialog
Interviewed April 4, 2019
Ryan Fleisch
Head of Product Marketing, Advertising Cloud DSP
Interviewed April 26, 2019
Jason Grunberg
Vice President, Marketing
Interviewed April 25, 2019
Dave Grzelak
The Shipyard
Chief Strategy Officer
Interviewed April 24, 2019
Steve Gutentag
Thirty Madison
Co-Founder, CEO
Interviewed April 29, 2019
Tony Hudson
Civis Analytics
Media Solutions Lead
Interviewed April 16, 2019
Nick Jordan
Narrative I/O
Founder, CEO
Interviewed April 25, 2019
Oz Lang
Director, Product Management, Advertising Cloud TV
Interviewed April 26, 2019
Katie Malone
Civis Analytics
Director, Data Science Research and Development
Interviewed April 16, 2019
Shane McAndrew
Mindshare US
Chief Data Strategy Officer
Interviewed April 23, 2019
Edwin Miranda
Interviewed April 24, 2019
Jackie Mockridge Mattina
Senior Vice President, Consumer Insights and Analysis
Interviewed April 26, 2019
April Mullen
Selligent Marketing Cloud
Director, Consumer-First Marketing Adoption
Interviewed April 25, 2019
John Nardone
Interviewed April 24, 2019
Doug Novack
Managing Director, Business and Industrial Markets
Interviewed April 25, 2019
Aubrie Pagano
Bow & Drape
Co-Founder and CEO
Interviewed April 25, 2019
Jen Parbus
Partner, Director
Interviewed April 25, 2019
Alexis Perlmutter
Civis Analytics
Lead Product Manager
Interviewed April 16, 2019
TJ Prebil
Director of Product Marketing
Interviewed May 9, 2019
Kelsey Robinson
McKinsey & Co.
Fabian Seelbach
Interviewed April 30, 2019
John Stauffer
DEG Digital
Managing Director, Strategic Planning and Channel Strategy
Interviewed April 23, 2019
Jay Tandan
Ben and Jerry's
US Digital Marketing Manager
Interviewed April 22, 2019
Todd Thompson
RRD Marketing Solutions
Senior Vice President of Data, Insights and Customer Engagement
Interviewed April 24, 2019
Jonathan Williams
Civis Analytics
Applied Data Science Lead
Interviewed April 16, 2019

Access full deck

View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
Download PPTX









Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.


Nicole Perrin


Ross Benes
Lauren Fisher
Principal Analyst
Jillian Ryan
Principal Analyst
Tracy Tang
Senior Researcher