Dynamic Yield Report Finds Significant Advances This Year in Personalization

Most Companies Have Now Moved Forward From Basic Maturity Levels

A new report on how companies are tailoring CX in their business strategies confirms the preeminence of personalization with the highest-ever level of adoption of the practice among companies this year, carrying significant implications for the business and industry sector.

The findings come from the report titled State of Personalization Maturity issued by Dynamic Yield, the technology company with headquarters in New York City that provides digital CX services to businesses. The report marks the fourth straight year of research conducted by Dynamic Yield on the subject, which included more than 450 responses from the C-suite, marketing, merchandising, CX, product management, and IT departments of companies across the Americas, Asia Pacific, Europe, and the Middle East.

For the first time, personalization has become an integral part of business operations after COVID-19 forced businesses to digitalize, the findings indicated. As a result, a majority of companies now report an advanced level of maturity this year, moving the industry forward from basic.

The supporting findings also show major strides in how personalization is now accepted and implemented. Up to 93% of organizations believe in the value of personalization, and 50% have made personalization a top priority within their organizations with plans to invest more in the practice.

To capitalize on the benefits of personalization, companies are starting to invest in additional resources, and adequate processes and teams are now in place to manage personalization campaigns, the research noted.  

Finally, more companies—45%—say their data is now available in real time to inform marketing activities, up from 28% last year, resulting in heightened instances of personalization with 31% of companies now able to tailor digital interactions, up from just 10% in 2020.

“The effect that the pandemic has had on personalization maturity can’t be understated,” said Yaniv Navot, chief marketing officer (CMO) at Dynamic Yield. “Companies that once simply valued the idea of personalization have finally started pumping sufficient resources into the people and processes required to turn data into scalable strategies that are leaving a tangible impact on their bottom line, which is a trend we believe will continue in 2022.” However, companies say work remains to be done in unifying the technology for personalization to enable delivery of cohesive cross-channel experiences. Even if the pandemic dies down, the report said, the swell of digitally enabled economic and social activity is likely to remain high, requiring investments to be continually made in personalization.

Author Information

Alex is responsible for writing about trends and changes that are impacting the customer experience market. He had served as Principal Editor at Village Intelligence, a Los Angeles-based consultancy on technology impacting healthcare and healthcare-related industries. Alex was also Associate Director for Content Management at Omdia and Informa Tech, where he produced white papers, executive summaries, market insights, blogs, and other key content assets. His areas of coverage spanned the sectors grouped under the technology vertical, including semiconductors, smart technologies, enterprise & IT, media, displays, mobile, power, healthcare, China research, industrial and IoT, automotive, and transformative technologies.

At IHS Markit, he was Managing Editor of the company’s flagship IHS Quarterly, covering aerospace & defense, economics & country risk, chemicals, oil & gas, and other IHS verticals. He was Principal Editor of analyst output at iSuppli Corp. and Managing Editor of Market Watch, a fortnightly newsletter highlighting significant analyst report findings for pitching to the media. He started his career in writing as an Editor-Reporter for The Associated Press.

SHARE:

Latest Insights:

Oracle Database@AWS Launches in Virginia and Oregon With More Regions on the Way, Bringing Exadata and Autonomous Database Capabilities to AWS Customers
Brad Shimmin, VP and Practice Lead at Futurum, shares his insights on Oracle Database@AWS, which brings Oracle’s Exadata and Autonomous Database services directly to AWS data centers with AI and zero-ETL capabilities.
Dell and CoreWeave Partner To Deploy NVIDIA GB300 NVL72 Systems, Signaling the Upcoming Ramp-up of GB300 in Q4 2025
Ray Wang, Research Director at Futurum, shares insights on Dell’s early deployment of NVIDIA GB300 NVL72 systems with CoreWeave. The launch sets a new standard in rack-scale performance for AI reasoning and cloud infrastructure.
Ruba Borno and Karan Batta delve into the innovative Oracle Database@AWS offering, exploring its impact on accelerating cloud migrations for enterprise workloads.

Latest Research:

In our latest Market Brief, From Data Chaos to AI Clarity: Activating AI Through High-Quality Enterprise Data, published in partnership with IBM, Futurum explores the core challenges enterprises face in deploying AI and presents a blueprint for overcoming them through smarter data strategies and tools.
In our latest market study, Scaling Smarter: How Google Cloud Marketplace Is Reshaping Partner Sales and GTM Strategy, Futurum uncovers the strategies and results from top-performing ISVs and channel partners leveraging the Google Cloud Marketplace as a transformational sales platform.
In our latest market brief, Unlocking the Future of Hybrid Cloud with Red Hat OpenShift Virtualization, developed in partnership with Red Hat, The Futurum Group outlines the evolving virtualization landscape, the economic and operational drivers behind infrastructure modernization, and the technical innovations powering OpenShift’s hybrid cloud strategy.

Book a Demo

Thank you, we received your request, a member of our team will be in contact with you.