Constellation Research declares AI driven personalization the answer

By Yulia Novozhilova

April 19, 2017

Monetate’s research shows that only 6% of organizations are advanced in implementing their personalization strategy. This is particularly frustrating because marketers acknowledge that personalizing communications is a worthy goal. We know it increases loyalty, drives higher conversions and grows revenue. Yet, when it comes to executing against this vision, the journey to personalization is deemed a challenging one.

In  “Artificial Intelligence Delivers Mass Personalization in Commerce”Constellation Research analyst, R. Ray Wang, discusses four reasons personalization efforts don’t scale with today’s technology and knowledge, ultimately failing to deliver on expectations.

  1. Stakeholders expect mass personalization - an omni-channel approach alone is insufficient to meet customer expectations

  2. Lack of relevance leads to lack of engagement - contextual relevance is essential to driving impact. In fact, the report points out that marketing campaigns without content relevancy have an 83% lower response rate

  3. Manual management of personalization overwhelms most organizations - being responsive to individuals requires automated processes at large scale

  4. Static systems miss emerging market shifts - legacy systems fail to adapt to new trends & insights

But don’t fear, the report points out that, “AI driven smart services deliver on the promise of mass personalization at scale.” Solutions that leverage modern machine learning capabilities are constantly learning and adapting to consumer behavior providing context across all seven critical gates.

AI Ecommerce Personalization Report

You can read the full study, which includes 10 ways to overcome personalization challenges, here.

Yulia, a member of Monetate's marketing team, is an expert in marketing automation and marketing operations. Curious about all things digital marketing, she is constantly expanding her thinking on the best approaches to marketing success. She also likes taking calculated risks — you can spot her searching for edible mushrooms and berries in the parks of Pennsylvania.

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